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Multichannel strategies for managing the profitability of business-to-business customers

Lawrence, Justin M.; Crecelius, Andrew T.; Scheer, Lisa K. - In: Journal of marketing research 56 (2019) 3, pp. 479-497

Persistent link: https://www.econbiz.de/10012177568

Commentary on "The essence of business marketing theory, research and tactics : contributions by the Journal of Business-to-Business Marketing," by Lichtenthal, Mummalaneni, and Wi...

Malhotra, Naresh K.; Uslay, Can; Ndubisi, Nelson Oly - In: Journal of business-to-business marketing 15 (2008) 2, pp. 204-217

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Commentary: relative presence of business-to-business research in the marketing literature : the demand-oriented path forward

Malhotra, Naresh K.; Uslay, Can - In: Journal of business-to-business marketing 16 (2009) 1/2, pp. 23-30

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Reply: Assessing B2B research in the marketing literature : focus versus relevance

LaPlaca, Peter J.; Katrichis, Jerome M. - In: Journal of business-to-business marketing 16 (2009) 1/2, pp. 55-61

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Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships

Malhotra, Naresh K.; Uslay, Can; Bayraktar, Ahmet - 2016 - First edition.

1. Introduction -- 2. What is relationship marketing? -- 3. B2B relationship marketing -- 4. B2C relationship marketing -- 5. Internal relationship marketing -- 6. Building brand equity through relationship marketing -- 7. Customer relationship management analytics -- 8. Future of relationship...

Persistent link: https://www.econbiz.de/10012683000

A two-dimensional model of trust-value-loyalty in service relationships

Chai, Joe Choon Yean; Malhotra, Naresh K.; Alpert, Frank - In: Journal of retailing and consumer services 26 (2015), pp. 23-31

Persistent link: https://www.econbiz.de/10011347848