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- 1Kobs 1988Advertisements should develop an image and directly influence consumer behavior
- 2Nowak and Phelps 1994Reduced faith in mass media advertising
More important to reach the right people than reaching large amounts of people - 3Cohen 1991Shotgun mass media approach to advertising
- 4Goerne 1992Shift from dollars from mass media advertising to direct response advertising and consumer sales promotion
- 5Kumar and Leone 1988Consumer promotions have stronger or more direct effects on brand purchases than advertising
- 6Hume 199178% of consumers described themselves as very or somewhat concerned about what marketers know about them
- 7Jenkins 1984Paying attention to long term image than short term sales
- 8Sundbo 2002Trend towards customization of services
- 9Delener 2012Service sector accounts for 70% of world GDP
- 10Rathmell 1966A service is that which is not a tangible good
- 11Bateson 1979Intangibility critical distinction from which all other differences emerge
- 12Lovelock and Gummesson 2004IHIP
- 13Bitner 1992Servicescape - service experiences are surrounded and shaped by built environment
- 14McCarthy 19644Ps
- 15Rushton and Carson 1989Difficult to standardize services due to personal element
- 16Heuvel 1993People "vital element" of services
- 17Sampson and Froehle 2006Services are processes with customer inputs
- 18Gronroos and Voima 2013Service provider and the customer are always co-creators of value
- 19Doyle 1994One to one communication and relationship building are fundamental elements to services, which are not adequately addressed by the 4Ps
Lack of customer interaction with 4Ps - 20Cowell 1984Original 4Ps developed nearly half a century ago for manufacturing companies
- 21Kotler 1984Lack of customer orientation
- 22Ohmae 1982Lack of strategic elements
- 23Booms and Bitner 1981Additional 3Ps People, Processes, and lack of physical evidence
- 24Kotler et al 2001Markets becoming more personalized, global, segmented, and customized
- 25Vargo and Lusch 2004Paradigm shift people physical (manufacturing) to mental (services)
- 26Beckwith 2001Focus on customer satisfaction
- 27Kohli and Jaworski 1990Profits are from customer satisfaction rather than units of goods sold
- 28Kent 19864Ps as the holy quadruple of marketing
- 29Bejou 1997RM is still in its infancy
- 30Gronroos 1995RM objective not only to acquire customers but to keep them as well
- 31Reichheld and Sasser 1989New customers cost 6x more than current customers
- 32Webster 1992Shift from TM to RM focus
- 33Gronroos 1997Marketing strategy continuum
- 34Dwyer et al 1987TM/RM exchange distinction
- 35O'malley and Tynan 2000Few relationship friendly product markets actually exist
Relationship building in consumer markets as a basis for competitive advantage
Neither possible nor profitable to create close, personal, and long-term relationships with all consumers in all product markets - 36Kuhn 1970Possibility of simultaneously existing paradigms
- 37Kotler 2000Companies must move from a short term transaction oriented goal to a long-term relationship building goal
- 38Palmer 1996RM may be inappropriate in certain markets
- 39Fournier et al 1998RM is in vogue
- 40Belois 1998Disadvantages of RM
1. Loss of control
2. Indeterminateness (uncertainty)
3. Resource demanding
4. Preclusion from other opportunities
5. Unexpected demands - 41Constantinides 2006Service sector "becoming major generators of economic activity"
- 42Gummesson 1999RM features "long-term collaboration and win-win (as partners)"
- 43Berry and Pasuraman 1992RM is about attracting, developing, and retaining customers
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