Relationship marketing for competitive advantage : winning and keeping customers

Adrian Payne

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Customer churn and segmentation

Abstract

Introduction The development of relationship marketing Establishing a customer-oriented culture for relationship marketing Implementing relationship marketing Index.

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2002Taking control of word of mouth marketing: the case of an entrepreneurial hotelier 2016A resource-based view of stakeholder marketing 2016Customer relationship management 2010Internal‐market orientation: a misconceived aspect of marketing theory 2000Pluralism in contemporary marketing practices 2011Intrinsic value of business-to-business relationships: An empirical taxonomy 1999The Customer Concept: The Basis for a New Marketing Paradigm 2006Role of References in Business Marketing–Towards a Normative Theory of Referencing

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