1999•Journal of Business ResearchRequires access

Does Relationship Marketing Pay? An Empirical Investigation of Relationship Marketing Practices in Hospitals

G. Mohan Naidu, Atul Parvatiyar, Jagdish N. Sheth, Lori Westgate

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Key concepts: Marketing, Relationship marketing, Business, Competitor analysis, Marketing management, Marketing effectiveness, Return on marketing investment, Marketing strategy

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Does Relationship Marketing Pay? An Empirical Investigation of Relationship Marketing Practices in Hospitals — Research Paper | ScholarLens