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TitleMARKETING LEADERSHIP AND PLANNING.pdf
TagsStrategic Management Stakeholder (Corporate) Marketing Marketing Strategy Brand
File Size2.4 MB
Total Pages60
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Page 60

MARKETING LEADERSHIP AND PLANNING
STUDENT NO - 12610882

59

1.5 RELATIONSHIP ORIENTATION

“Process of identifying and establishing, maintaining, enhancing, and when necessary terminating 

relationships with customers and other stakeholders, at a profit, so that the objectives of all parties

involved are met, where this is done by a mutual giving and fulfillment of promises.”

- Gronroos (1997)

“Relationship marketing refers to all marketing activities directed toward establishing, developing,

and maintaining successful relational exchanges.”

-Morgan and Hunt (1994)

“Relationship marketing is the process of identifying, developing, maintaining, and terminating 

relational exchanges with the purpose of enhancing performance.”

- Robert w. palmatier (2008)

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