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Cited by

• 1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing2,349 cited
• 1994From Marketing Mix to Relationship Marketing1,410 cited
• 1990Relationship approach to marketing in service contexts: The marketing and organizational behavior interface1,327 cited
• 2006Adopting a service logic for marketing887 cited
• 1994Making Relationship Marketing Operational788 cited
• 2013Destination Marketing Organizations and destination marketing: A narrative analysis of the literature781 cited
• 2008Putting Consumers to Work721 cited
• 1994Quo Vadis, marketing? Toward a relationship marketing paradigm669 cited
• 2004Influencing the online consumer's behavior: the Web experience618 cited
• 2006Corporate marketing599 cited
• 1986The Marketing Concept: What It Is and What It Is Not589 cited
• 2003Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development554 cited
• 1997Keynote paper From marketing mix to relationship marketing ‐ towards a paradigm shift in marketing491 cited
• 1992The 4P Classification of the Marketing Mix Revisited447 cited
• 2021