Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits

By Robert W. Palmatier, S. Gopalakrishna, Mark Houston. 2006

215 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/4f7d2572f1f19591647c7b9d00f2466807e780df

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Tammo H. A. Bijmolt
2. Robert W. Palmatier
3. M. Dorotic
4. Peter C. Verhoef
5. J. Beck
6. Conor M. Henderson
7. Eric Fang
8. Marc van Essen

In Organizational Behavior and Human Resource Management

1. Tammo H. A. Bijmolt
2. Robert W. Palmatier
3. M. Dorotic
4. Eric Fang
5. L. Scheer
6. Peter C. Verhoef
7. J. Beck
8. Conor M. Henderson

In Sociology and Political Science

1. J. Beck
2. Peter C. Verhoef
3. Robert W. Palmatier
4. Tammo H. A. Bijmolt
5. Cedric Hsi-Jui Wu

Citations in the corpus

• Review of the theoretical underpinnings of loyalty programs (2011, background): “Research has identified many preconditions for transitioning consumers from mere economic transactors to relational partners (Goodwin, 1996; Palmatier et al., 2006a).”
• Loyalty Programmes: Current Knowledge and Research Directions* (2012, background): “Meanwhile, empirical evidence suggests that direct economic rewards are more effective (Keh and Lee 2006; Kivetz 2005; Yi and Jeon 2003), although cash rewards are often inefficient for a firm because they incur high unit costs (Kim et al. 2001; Palmatier et al. 2006).”
• Trust at Different Organizational Levels (2008, background): “Marketing literature has highlighted the critical role of trust (e.g., Atuahene-Gima and Li 2002; Morgan and Hunt 1994; Palmatier et al. 2006) and blames insufficient trust for the”