Return on relationships: Conceptual understanding and measurement of mutual gains from relational business engagements

Journal of Business & Industrial Marketing

Volumn 27, Issue 5, 2012, Pages 344-359

  Grönroos, Christian ^a   Helle, Pekka ^a  

^a HANKEN SCHOOL OF ECONOMICS   (Finland)

Author keywords

Joint productivity; Marketing accountability; Marketing metrics; Reciprocal return on relationships; Relationship marketing; Return on relationships; Service logic; Service dominant logic; Value chain; Value in use

Indexed keywords

EID: 84861826692     PISSN: 08858624     EISSN: None     Source Type: Journal    
DOI: 10.1108/08858621211236025     Document Type: Article

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