Relationship Marketing: From Its Origins to the Current Streams of Research
作者： Carlos Brito
DOI:
关键词: Marketing management 、 Marketing research 、 Business 、 Return on marketing investment 、 Public relations 、 Marketing effectiveness 、 Quantitative marketing research 、 Marketing science 、 Relationship marketing 、 Marketing 、 Marketing strategy
摘要: As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both theory and practice. The purpose this working paper to offer general overview roots as well its conceptual background. In regard, two important streams research are examined discussed – Nordic School IMP Group along contribution Anglo-Australian approach branding.
参考文章(66)
Lars-Erik Gadde, Ivan Snehota, David Ford, Håkan Håkansson, The Business Marketing Course: Managing in Complex Networks (2nd edition) John Wiley,. ,(2006)
Adrian Payne, Martin Christopher, David Ballantyne, Relationship Marketing: Creating Stakeholder Value ,(2002)
Christian Grönroos, Service Management and Marketing: Customer Management in Service Competition ,(2007)
Christian Grönroos, Service Management and Marketing: Managing the Moments of Truth in Service Competition ,(1992)
Atul Parvatiyar, Jagdish N. Sheth, Handbook of Relationship Marketing ,(1999)
Francis Buttle, Customer Relationship Management : Concepts and tools Taylor & Francis. ,(2004)
Peter W. Turnbull, Peter Naudé, Network Dynamics in International Marketing ,(1998)
John O'Connor, Eamonn Galvin, Marketing and information technology : the strategy, application and implementation of IT in marketing Pitman. ,(1997)
Adrian Payne, Martin Christopher, David Ballantyne, Louis Pelton, Relationship marketing : bringing quality, customer service, and marketing together ,(1993)
Lars-Erik Gadde, Håkan Håkansson, Göran Persson, Supply Network Strategies ,(2010)