Relationship Marketing in European Consumer Goods Markets: From Marketing Mix Orientation to Customer Life Cycle Management

Ralf Terlutter and Peter Weinberg

A chapter in Strategic Management — New Rules for Old Europe, 2006, pp 123-136 from Springer

Abstract: Abstract During the recent past, the idea of relationship marketing has gained more and more recognition in both scientific and professional literature (Berry 1983, 2002; Gordon 1998; Bruhn 2001; Gummesson 2002). When utilising relationship marketing, firms seek to build, develop and nurture relationships with interest groups (e.g. consumers, suppliers, financial sources), with an aim to making these relationships profitable. The majority of the resulting relationships, although exceptions do exist, tend to be long-lasting.

Keywords: Consumer Good; Customer Relationship; Acquisition Phase; Relational Exchange; Mass Customization (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-9254-3_6

Ordering information: This item can be ordered from
http://www.springer.com/9783834992543

DOI: 10.1007/978-3-8349-9254-3_6

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().