The relationship marketing process: communication, interaction, dialogue, value
Abstract
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 communication process as the marketing communications support through distinct communications media, and a customer value process as the outcome of relationship marketing. If the interaction and planned communication processes are successfully integrated and geared towards customers' value processes, a relationship dialogue may merge.
Keywords
Citation
Grönroos, C. (2004), "The relationship marketing process: communication, interaction, dialogue, value", Journal of Business & Industrial Marketing, Vol. 19 No. 2, pp. 99-113. https://doi.org/10.1108/08858620410523981
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited