Review paper
From Marketing Mix to Relationship Marketing
Abstract
Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and...
Paper Details
Title
From Marketing Mix to Relationship Marketing
Published Date
Mar 1, 1994
Journal
Volume
32
Issue
2
Pages
4 - 20
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