Author: Voss Glenn B Voss Zannie Giraud
Publisher: Emerald Group Publishing Ltd
ISSN: 0887-6045
Source: Journal of Services Marketing, Vol.11, Iss.4, 1997-04, pp. : 278-298
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Abstract
Proposes that successful implementation of a relationship marketing program requires a complement of strategies that satisfies and motivates customers through different phases of relationship development. To accomplish this, firms simultaneously implement transactional marketing strategies and relational marketing strategies. Offers a case study of a non-profit professional theater to demonstrate how a firm can implement multiple marketing strategies to achieve different relational objectives, and extends these findings to offer recommendations and managerial implications.
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