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

In: Strategic Management — New Rules for Old Europe

Author

Listed:
  • Ralf Terlutter
  • Peter Weinberg

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.

Suggested Citation

  • Ralf Terlutter & Peter Weinberg, 2006. "Relationship Marketing in European Consumer Goods Markets: From Marketing Mix Orientation to Customer Life Cycle Management," Springer Books, in: Christian Scholz & Joachim Zentes (ed.), Strategic Management — New Rules for Old Europe, pages 123-136, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-9254-3_6
    DOI: 10.1007/978-3-8349-9254-3_6
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