Relationship marketing: the wheel reinvented?

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

The Changing Role of Marketing in the Corporation

Frederick E. Webster · Journal of Marketing · 1992 · 2.4K citations

Management, Marketing, Marketing Management +6

An Integrated Model of Buyer-Seller Relationships

David T. Wilson · Journal of the Academy of Marketing Science · 1995 · 2.1K citations

Business, Marketing, Marketing Management +11

Relationship Marketing in Consumer Markets: Antecedents and Consequences

Jagdish N. Sheth, A. Parvatlyar · Journal of the Academy of Marketing Science · 1995 · 1.8K citations

Business, Marketing, Marketing Management +14

Broadening the Concept of Marketing

Philip Kotler, Sidney J. Levy · Journal of Marketing · 1969 · 1.7K citations

Business, Marketing, Marketing Management +9