Monthly Archives: February, 2013

What do you mean by ‘strategy’ – Part 1

The strategy development process means many different things, what does it mean to you? As senior leaders within our organisations we are all challenged to be strategic in our thinking, and we have explored the meaning of strategy in another post. So if we have a better understanding of strategy as a concept how do […]

Building my new blog

My Blogging Journey I have played around with WordPress on a number of occasions, and even built a spectacularly unsuccessful affiliate marketing site but I have finally decided to have another go. I wanted to build it myself rather than pay someone to do it for me, and even though it’s very early days I […]

Development of a ‘Relationship’ approach

The evolution of mutuality and other relationship components When Professor Leonard L. Berry introduced the term relationship marketing in 1993 he recognised that a small body of associated literature had already started to develop.  He describes the work of Levitt (1981), Ryans & Wittink (1977) and Grönroos (1981).  Many of these writers had identified that […]

Theoretical Basis of Relationship Marketing

Where does ‘Relationship Marketing’ come from? The term “Relationship Marketing” entered the marketing vocabulary in the early 1980’s when Professor Leonard L. Berry (1983) used it in a paper for the American Marketing Association. The original thrust of Berry’s paper was to highlight the “restrictive and potentially wasteful” practice of relying on customer recruitment, when […]