| Author: | Aijo, T. S. |
| Title: | The theoretical and philosophical underpinnings of relationship marketing |
| Journal: | European Journal of Marketing
1996 : VOL. 30:2, p. 8-18 |
| Index terms: | MARKETING THEORY MARKETING SERVICE MARKETING |
| Language: | eng |
| Abstract: | Relationship marketing (RM) may be a major manifestation of the ongoing paradigm shift in business and marketing. The rapid changes in the technological and economic environment of business made the new paradigm shift both possible and necessary. The forces that caused the ongoing condition first manifestated early in service marketing: the perennial quest to get closer to the customer and the widening scope of business and marketing towards a holistic view of the processes. RM is not a separate area of marketing or a separate strategy, but it gives a perspective that may be needed for surviving and prospering in today's markets. |
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