Relationship marketing: The six markets framework

Show simple item record Payne, Adrian 2008-08-13T09:21:13Z 2008-08-13T09:21:13Z 1993-11
dc.identifier.isbn 1 85905 136 7
dc.description.abstract The emergence of relationship marketing in the 1980s has been not so much a discovery, but a rediscovery of an approach which has long formed the cornerstone of many successful businesses. This approach emphasises the development and enhancement of relationships over the customer life cycle rather than new customer acquisition. Despite the increasing recognition of the importance of retention of existing customers, relatively little effort has been directed at developing frameworks and analytical tools to help achieve this. However, recently research activity has focused on the critical activities and issues that need to be managed in order for organisations to achieve increased performance and success in the marketplace through relationship marketing. en_UK
dc.language.iso en en_UK
dc.publisher Cranfield School of Mangement en_UK
dc.relation.ispartofseries School of Management Working Papers; 35/93 en_UK
dc.relation.ispartofseries SWP; 35/93 en_UK
dc.title Relationship marketing: The six markets framework en_UK
dc.type Working Paper en_UK

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