Relationship Marketing Strategy and implementation

(Nora) #1

25 Bowen, D.E. and Schneider, B. (1988). Services marketing and
management: implications for organisational behaviour. In Stow,
B. and Cummings, L.L. (eds), Research in Organisational Behaviour,
10 , JAI Press, Greenwich, CT.
26 Gronroos, C. (1981). Internal marketing – an integral part of mar-
keting theory. In Donnelly, J.H. and George, W.R. (eds), Marketing
of Services, American Marketing Association, Chicago, 236–238.
27 Christopher, M.G., Payne, A.F. and Ballantyne, D. (1991).
Relationship Marketing: Bringing quality, customer service and mar-
keting together, Butterworth-Heinemann, Oxford.
28 Heskett, J.L. (1992). A service sector paradigm for management: The
service profit chain, Proceedings of the Management in Services
Sector Symposium, Cranfield School of Management.
29 Reynoso, J. and Moores, B. (1996). Internal relationships. In
Buttle, F. (ed), Relationship Marketing – Theory and Practice, Paul
Chapman, Liverpool.
30 Parasuraman, A., Ziethaml, V. and Berry, L. (1988). SERVQUAL,
a multiple theme scale for measuring consumer perceptions of
service quality. Journal of Retailing, 64 , 12–40.
31 Piercy, N. and Morgan, N. (1991). Internal marketing – the
missing half of the marketing programme. Long Range Planning,
24 , No. 2, 82–93.
32 Berry, L.L. and Parasuraman, A. (1991). Marketing Services:
Competing through Quality, Free Press, New York.
33 Bateson, J.E.G. (1991). Managing Services Marketing(2nd edn),
The Dryden Press, Fort Worth, TX.
34 Gilmore, A. and Carson, D. (1995). Managing and marketing to
internal customers. In Glynn, W.J. and Barnes, J.G. (eds),
Understanding Services Management, Wiley, Chichester.
35 Varey, R.J. (1995). A model of internal marketing for building and
sustaining a competitive service advantage. Journal of Marketing
Management, 11 , 41–54.
36 Levitt, T. (1972). Production-line approach to service. Harvard
Business Review, September/October, 41–52.
37 Bowen, D.E. and Lawler, E.E. (1992). The empowerment of
service workers: what, why, how and when. Sloan Management
Review, Spring, 31–39.
38 Hart, C.W.L., Heskett, J.L. and Sasser Jr, W.E. (1990). The prof-
itable art of service recovery. Harvard Business Review,
July/August, 147–156.


The recruitment and internal market domains 327

Free download pdf