Relationship Marketing: From Its Origins to the Current Streams of Research
As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both marketing theory and practice. The purpose of this working paper is to offer a general overview of the roots of relationship marketing as well as of its conceptual background. In this regard, two important streams of research are examined and discussed – the Nordic School and the IMP Group – along with the contribution of the Anglo-Australian School and the relationship approach to branding.
relationship marketing, transaction marketing, services, business-to-business marketing, distribution channels, branding
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