Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures...

This single, embedded case study examined the marketing activities of Flensted Catering A/S, a Danish food company. The case is the first one in a series of case studies constituting a larger research project with the overall objective of understanding how to implement relationship marketing,...

Asserts that an organisation’s ultimate goal of maintaining a loyal customer base transcends the obvious primary relationship of the organisation and its customers. The customer’s estimation of the value of the product/service is influenced by the inter‐relationships (secondary...

Reviews two books and one journal article. All three are concerned with the future of marketing in a rapidly changing environment. The first book and the article strongly challenge the conventional wisdom while the second book reviews best practice in the oldest profession in the marketing world.

A study of 205 US commercial service providers, representing 31 two‐digit SIC codes, identified companies’ customer relationship‐building objectives and practices. Of 42 possible relationship‐building objectives, the four rated as top priorities were: encouraging customers to think of...

Purpose – The role of ethical issues is growing in business and in society, but surprisingly, that role is sparsely examined in the relationship-marketing context. The purpose of this paper is to develop a framework describing the fundamentals of ethical relationship marketing and analyses the...

Although trust is discussed widely in the literature, there are still discrepancies in the existing conceptualisations of the trust concept. These are usually either unidirectional or bi‐directional, and a limited or narrow approach is usually applied or taken into consideration. There is an...

As much of the developed world faces a recessionary tide, age‐old questions on the nature of creating and sustaining lasting market value are once again being asked. In the past, questions of market value creation were answered by investing in tangible assets. Today, those same questions are...

The application of technology to customer relationship management (CRM) initiatives (e‐CRM) is one of the fastest growing technological developments. However, there is sufficient evidence to show that many CRM initiatives do not achieve the desired result. One of the reasons for this is the...

It is widely held that long‐term relationships between buyers and suppliers are beneficial for both parties. This view has become axiomatic in contemporary management. However, little empirical evidence exists to support the benefits of long‐ versus short‐term relationships. This study...