Journal of Business & Industrial Marketing: Volume 19 Issue 2

Pathways less traveled to value creation: interaction, dialogue and knowledge generation

David Ballantyne

Relationship marketing is based on the idea that the existence of a relationship between customer and supplier creates value for both parties, in addition to the value of the…

The relationship marketing process: communication, interaction, dialogue, value

Christian Grönroos

The objective of the article is to discuss a framework of central processes in relationship marketing. The framework includes an interaction process as the core, a planned…

Dialogue and its role in the development of relationship specific knowledge

David Ballantyne

In this article, dialogue is explored as an interactive process of learning together. This process is often spontaneous and unruly but bounded by a serious intent to reach mutual…

Competitive advantage, knowledge and relationship marketing: where, what and how?

Nikolaos Tzokas, Michael Saren

An organization's ability to enjoy long‐term competitive advantage is closely related to its capacity for knowledge creation, dissemination and use. From a practical point‐of‐view…

Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts

Evert Gummesson

This article is about ongoing efforts to come to grips with the question: Does relationship marketing pay? The question is discussed under the umbrella concept return on…

Future directions in marketing knowledge: a panoramic perspective from Hollywood

A. “Bruce” Smithee, Tommy Lee

An unconventional article based on an unfinished manuscript from the late Alan Smithee (“one of the great Hollywood directors”) and completed by his successor in Hollywood, Tommy…