Using stakeholder relationship marketing to enhance entrepreneurship : a thesis presented in partial fulfilment of the requirements for the degree of Master of Business Studies in Marketing at Massey University

Simple item page
dc.contributor.authorSima, Herbert
dc.date.accessioned2017-06-28T21:25:20Z
dc.date.available2017-06-28T21:25:20Z
dc.date.issued2005
dc.description.abstractRelationship marketing has received extensive attention from marketing scholars in the last two decades. It evolved in the 1980s from the transactional marketing of the 1960s and 1970s. Due to the high cost of competition, a lot of organizations have to reexamine the business environment and their long term strategies. A simple transaction was no longer sufficient to ensure corporate sustainability and there was a growing awareness of the importance of building longer term customer relationships (Maguiness, 2004). The relationship marketing, as a new marketing paradigm has been supported and reinforced by a considerable body of theoretical and empirical work over the last two decades. More and more business people realized that the success of their business should establish good customer relationships from short term to long term (Berry, 1983; Gronroos, 1997; Gummesson, 1999; Kotler & Armstrong, 1999). However, many marketing commentators (Freeman, 1984; Arrow, 1988; Murphy, 1988; Verbeke, 1992; Polonsky, 1995; Murphy et al., 1997, 1999; Payne et al., 2001; Polonsky et al., 2002; Christopher et al., 2003; Murphy et al., 2004) have expressed the view that a business is a coalition of stakeholders including employees, suppliers, shareholders, the community, as well as customers. Hence, business should shift their focus from relationship marketing to stakeholder relationships.en_US
dc.identifier.urihttp://hdl.handle.net/10179/11400
dc.language.isoenen_US
dc.publisherMassey Universityen_US
dc.rightsThe Authoren_US
dc.subjectRelationship marketingen_US
dc.titleUsing stakeholder relationship marketing to enhance entrepreneurship : a thesis presented in partial fulfilment of the requirements for the degree of Master of Business Studies in Marketing at Massey Universityen_US
dc.typeThesisen_US
massey.contributor.authorSima, Herberten_US
thesis.degree.disciplineMarketingen_US
thesis.degree.grantorMassey Universityen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Business Studies (M.B.S.)en_US
Files
Original bundle
Now showing 1 - 2 of 2
Thumbnail Image
Name:
01_front.pdf
Size:
755.85 KB
Format:
Adobe Portable Document Format
Description:
Download
Thumbnail Image
Name:
02_whole.pdf
Size:
16.01 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
3.32 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
Theses and Dissertations