References

• 2015Institutions and axioms: an extension and update of service-dominant logic3,692 cited
• 1994From Marketing Mix to Relationship Marketing1,460 cited
• 1994Making Relationship Marketing Operational788 cited
• 1996Interaction, relationships and networks in business markets: an evolving perspective579 cited
• 2000Internet Marketing: Strategy, Implementation and Practice550 cited
• 2010Marketing 3.0546 cited
• 2020Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention451 cited
• 1997Relationship marketing as a paradigm shift: some conclusions from the 30R approach329 cited
• 1999The personalised marketplace: beyond the 4Ps172 cited
• 1999Adapting Mccarthy’s Four P’s for the Twenty-First Century135 cited
• 2000A relationship‐building model for the Web retail marketplace129 cited
• 2021A global perspective on the marketing mix across time and space120 cited
• 1997The five Vs ‐ a buyer’s perspective of the marketing mix109 cited
• 2001An analysis of the virtual value chain in electronic commerce104 cited
• 2014Marketing Mix for Next Generation Marketing91 cited