Relationship marketing: The six markets framework

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dc.contributor.authorPayne, Adrian
dc.date.accessioned2008-08-13T09:21:13Z
dc.date.available2008-08-13T09:21:13Z
dc.date.issued1993-11
dc.description.abstractThe 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.identifier.isbn1 85905 136 7
dc.identifier.urihttp://hdl.handle.net/1826/2910
dc.language.isoenen_UK
dc.publisherCranfield School of Mangementen_UK
dc.relation.ispartofseriesSchool of Management Working Papers; 35/93en_UK
dc.relation.ispartofseriesSWP; 35/93en_UK
dc.titleRelationship marketing: The six markets frameworken_UK
dc.typeWorking Paperen_UK

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