The past, present and future of relationship marketing
Full text is not in this repository.
This item is available in the Library Catalogue
In the light of the redefinition of 'marketing' by the AMA in service/relational terms, and a recent review of the current vector of research in marketing (Littler and Tynan 2005), it seems an appropriate time to provide a substantial review of the past, present and likely future of what has become known as Relationship Marketing, together with an extensive list of key RM literature. This paper will take a reader through the origin, development and current state of RM research, with notes on the future of the research and practice of RM. The paper concludes that RM is here to stay, whether or not it is recognised as the dominant logic/paradigm of marketing.
|Research Areas:||Business School > Leadership, Work and Organisations|
|Deposited On:||24 Mar 2009 13:12|
|Last Modified:||12 May 2014 15:37|
Repository staff only: item control page
Full text downloads (NB count will be zero if no full text documents are attached to the record)
Downloads per month over the past year