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Some dangerous axioms of relationship marketing

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References

1994The Commitment-Trust Theory of Relationship Marketing22,337 cited
1987Developing Buyer-Seller Relationships9,139 cited
1990A Model of Distributor Firm and Manufacturer Firm Working Partnerships5,824 cited
1997Customer value: The next source for competitive advantage4,662 cited
1992The Changing Role of Marketing in the Corporation2,773 cited
1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing2,349 cited
1993From value chain to value constellation: designing interactive strategy.2,050 cited
1995Relationship Marketing in Consumer Markets: Antecedents and Consequences1,757 cited
1990Relationship approach to marketing in service contexts: The marketing and organizational behavior interface1,327 cited
1987The new marketing—Developing long-term interactive relationships1,070 cited
1995The evolution of relationship marketing1,033 cited
1994Making Relationship Marketing Operational788 cited
1995Do you want to keep your customers forever?463 cited
1991The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s404 cited
1992Marketing's Contribution to the Strategy Dialogue

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335 cited

1989Developing and protecting profitable customer relationships240 cited

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2008Relationship Marketing at Wanamaker's in the Nineteenth and Early Twentieth Centuries41 cited
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2003Philosophising on the Elusiveness of Relationship Marketing Theory in Consumer Markets: A Case for Reassessing Ontological and Epistemological Assumptions24 cited
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2004The New Global Marketing Reality21 cited