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Relationship Marketing Theory: Its Roots and Direction
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  • 2002The effect of relationship marketing orientation on business performance in a service‐oriented economy273 cited
  • 2002Relationship marketing orientation: scale development and cross-cultural validation267 cited
  • 2008Marketing for Higher Education: A Relationship Marketing Approach227 cited
  • 2021Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review219 cited
  • 2017Relational selling: Past, present and future171 cited
  • 2020The impact of brand value on brand competitiveness169 cited
  • 2015Fostering sustainability by linking co-creation and relationship management concepts168 cited
  • 2007An exploratory study of implementation of customer relationship management strategy165 cited
  • 2004Market-driving versus market-driven: Divergent roles of market orientation in business relationships164 cited
  • 2002Research on Ending Exchange Relationships: A Categorization, Assessment and Outlook160 cited
  • 2008Buyers' perspectives of buyer–seller relationship development158 cited
  • 2013Theory map of business marketing: Relationships and networks perspectives146 cited
  • 2009From Marketing Mix to e-Marketing Mix: a literature overview and classification142 cited
  • 2005

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Marketing Theory Matters
138 cited
  • 2021Exploring the visitors' decision-making process for Airbnb and hotel accommodations using value-attitude-behavior and theory of planned behavior136 cited
  • 2017International Market Entry Strategies: Relational, Digital, and Hybrid Approaches135 cited