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

  • Ralf Terlutter
  • Peter Weinberg


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.


Consumer Good Customer Relationship Acquisition Phase Relational Exchange Mass Customization 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2006

Authors and Affiliations

  • Ralf Terlutter
  • Peter Weinberg

There are no affiliations available

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