Evolving Relationship Marketing into a Discipline
Abstract
Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing,...
Paper Details
Title
Evolving Relationship Marketing into a Discipline
Published Date
Jan 1, 2002
Volume
1
Issue
1
Pages
3 - 16
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