Smyth, Hedley; Fitch, Tim - In: Construction Management and Economics 27 (2009) 4, pp. 399-410
Marketing-led enterprise change management initiated by a major UK contractor is explored in this paper as a contrast … through market governance. Relationship marketing and management proactively change organizational behaviour, the enterprise … profitability. Relationship marketing is the conceptual starting point, application developing into relationship management in line …