Relationship Marketing

Its Key Role in Entrepeneurship

John Day, Aftab Ahmed Dean, Paul Reynolds

Research output: Contribution to journalArticle

33 Citations (Scopus)

Abstract

The authors argue that relationship marketing can readily be adopted by a small entrepreneurial business but it will need to be adapted to the entrepreneurial environment into which it is introduced. Results from initial research suggest that entrepreneurial enterprises employ relationship marketing more effectively than less entrepreneurial organisations and they derive commercial benefits such as higher growth rates and fewer customer defections. The authors argue that entrepreneurship can be learned and so less entrepreneurial firms have the potential to learn from more successful entrepreneurs. They offer some specific recommendations but they recognise that the task is not easy because the SME has to create an internal culture that is capable of both embracing relationship marketing and being alert to opportunity.

Original languageEnglish
Pages (from-to)828-837
Number of pages10
JournalLong Range Planning
Volume31
Issue number6
Publication statusPublished - 1998

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marketing
entrepreneur
entrepreneurship
customer
firm
recommendation
Small and medium-sized enterprises
Entrepreneurs
Entrepreneurial environment
Entrepreneurial firms
Entrepreneurship

Cite this

Day, J., Dean, A. A., & Reynolds, P. (1998). Relationship Marketing: Its Key Role in Entrepeneurship. Long Range Planning, 31(6), 828-837.
Day, John ; Dean, Aftab Ahmed ; Reynolds, Paul. / Relationship Marketing : Its Key Role in Entrepeneurship. In: Long Range Planning. 1998 ; Vol. 31, No. 6. pp. 828-837.
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Day, J, Dean, AA & Reynolds, P 1998, 'Relationship Marketing: Its Key Role in Entrepeneurship', Long Range Planning, vol. 31, no. 6, pp. 828-837.

Relationship Marketing : Its Key Role in Entrepeneurship. / Day, John; Dean, Aftab Ahmed; Reynolds, Paul.

In: Long Range Planning, Vol. 31, No. 6, 1998, p. 828-837.

Research output: Contribution to journalArticle

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