Integrating Relationship Marketing and Lifecycle Perspectives: Strategies for Effective Relationship Migrations
Jonathan Z. Zhang, George F. Watson IV, Robert W. Palmatier, and Rajiv P. Dant
Published by Marketing Science Institute, 2013 13-121
Firms spend in excess of $12 billion annually on customer relationship management, in efforts to understand how to target and sell to customers across various relationship stages. Academic researchers offer two main perspectives: relationship marketing research reveals the most effective strategies for building relationships to enhance performance, while lifecycle research indicates how the effectiveness of relationships varies at different stages of development.
In this report, Jonathan Zhang, George Watson, Robert Palmatier, and Rajiv Dant integrate these research streams to capture the differential effects of relationship marketing on performance as relationships evolve.