Implementation of Key Account Management: Who, why, and how?

From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

Christian Grönroos · Asia-Australia Marketing Journal · 1994 · 2.3K citations

Business, Marketing, Marketing Management +11

CONDUCTING INTERORGANIZATIONAL RESEARCH USING KEY INFORMANTS.

Nanda Kumar, Louis W. Stern, James C. Anderson · Academy of Management Journal · 1993 · 2.3K citations · Full text

Social Sciences, Organization Studies, Ethnography +8

Dyadic Business Relationships within a Business Network Context

James C. Anderson, Håkan Håkansson, Jan Johanson · Journal of Marketing · 1994 · 2.2K citations

Social Sciences, Organizational Behavior, Customer Relationship Management +11

The Customer Relationship Management Process: Its Measurement and Impact on Performance

Werner Reinartz, Manfred Krafft, Wayne D. Hoyer · Journal of Marketing Research · 2004 · 1.7K citations

Management, Marketing, Marketing Management +14

From Marketing Mix to Relationship Marketing

Christian Grönroos · Management Decision · 1994 · 1.4K citations

Business, Marketing, Marketing Management +13