Relationship marketing : Strategic and tactical challenges for SMEs

@inproceedings{Percy2010RelationshipM,
  title={Relationship marketing : Strategic and tactical challenges for SMEs},
  author={W. Saungweme Percy and Naicker Visvanathan and Christopher Watson},
  year={2010}
}
This study sought to explore the tactical and strategic challenges, which small and medium sized service firms may face in their bid to successfully practice and implement Relationship marketing. The framework of the requirements for successful practice of relationship marketing propounded by Gronroos (1996) was used in this study to explore likely, the… CONTINUE READING