Industrial Marketing Management · 2015 · 20 citations · 93 references
ManagementMarketingMarketing ManagementNew Product DevelopmentRelationship MarketingStrategic MarketingProduct DevelopmentProduct Launch ManagementProduct StrategyRelationship CommitmentRelationship ManagementRelationship QualityHuman - Product RelationshipsNew Product AdoptionRelationship Marketing StrategyStrategic Orientation
93
The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations