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Assessing the Productivity of Relationship Marketing

Abstract This special issue of the Journal of Relationship Marketing focuses on the connection between relationship marketing and marketing productivity. The primary conceptual linkage between these two topics lies in the concepts of customer equity and brand equity. Relationship marketing has begun to develop effective knowledge on how to influence customer equity. However, commonly used marketing productivity metrics do not have the capability to accurately value customer and brand equity. Consequently, marketers' ability to demonstrate their contributions to firm performance is limited to indirect measures (e.g., satisfaction, commitment, etc.). The articles in this special issue address the important research questions that must be examined in order for the fields of relationship marketing and marketing productivity to move forward and make significant contributions to marketing practice.