Beliefs about Relationship Marketing Strategy among Middle and Upper Managers in Greece

摘要

A survey was developed and distributed to major business organizations in Greece to identify the demographic characteristics of local firms which have developed and are working with a relationship marketing strategy. in relation to relationship marketing practices and beliefs. A sample of 92 respondents from middle-upper management levels was analyzed and the results are presented. It was found that managers believed that an organizational relationship marketing strategy was important and necessary to sustain market shares and increase profitability. To effectively implement such strategies, managers recommended a stronger interdepartmental communication system especially between human resources and marketing/sales. Suggestions for further research are made and their implications are suggested.