Relationship marketing: schools of thought and future research directions

Purpose - The purpose of this article is to challenge the applicability of the traditional micro-economic framework for analysing marketing situations and actions in the contemporary marketing environment. To assess the validity and value of relationship marketing as an alternative paradigm. To iden...

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Veröffentlicht in:	Marketing intelligence & planning 2005-01, Vol.23 (3), p.313-330
Hauptverfasser:	Palmer, Roger, Lindgreen, Adam, Vanhamme, Joëlle
Format:	Artikel
Sprache:	eng
Schlagworte:	Bibliometrics Competitive advantage Marketing Paradigms Postmodernism Qualitative research Relationship marketing Schools Studies Systematic review Working patterns
Online-Zugang:	Volltext
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