Relationship marketing: the route to marketing efficiency and effectiveness

Relationship marketing: the route to marketing efficiency and effectiveness

A marketing professor argues that relationship marketing is a noble approach that allows entrepreneurs to pace with the fundamental changes of the selling concept. It is based on the concept that success is achieved by fostering mutual and long term buyer-seller relationship.

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Bibliographische Detailangaben
Veröffentlicht in:Business horizons 1997-11, Vol.40 (6), p.32-38
1. Verfasser: Gruen, Thomas W.
Format: Artikel
Sprache:eng
Schlagworte:
Analysis
Criticism
Customer relations
Effectiveness
Marketing
Relationship marketing
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Beschreibung
Zusammenfassung:A marketing professor argues that relationship marketing is a noble approach that allows entrepreneurs to pace with the fundamental changes of the selling concept. It is based on the concept that success is achieved by fostering mutual and long term buyer-seller relationship.
ISSN:0007-6813
1873-6068
DOI:10.1016/S0007-6813(97)90065-3