Relationship Marketing Strategy

Søren Hougaard () and Mogens Bjerre ()

Chapter 10. in The Relationship Marketer, 2009, pp 195-212 from Springer

Abstract: Abstract In Chapter 1, figure 1-8, we presented and discussed some of the main theoretical contributions to relationship marketing: marketing management, the transaction cost theory, the political-economy paradigm and the network interaction approach. Although illustrative and comprehensive, the different views on relationship marketing do not offer sufficient guidance when it comes to the relationship marketing strategy creation.

Keywords: Transaction Cost; Customer Satisfaction; Customer Relationship; Relationship Marketing; Sustainable Competitive Advantage (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-03243-1_10

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DOI: 10.1007/978-3-642-03243-1_10

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