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| Author: | Mitussis, D. |
| Title: | Mapping the re-engagement of CRM with relationship marketing |
| Journal: | European Journal of Marketing
2006 : VOL. 40:5/6, p.572-589 |
| Index terms: | customer relations relationship marketing |
| Language: | eng |
| Abstract: | The purpose of this paper is to reframe and enhance the relationships marketing literature through advocating an emphasis on process and renewed commitment to social and informational exchanges. The approach of this paper is conceptual. This paper argues for a renewed emphasis on processes and on social/informational exchanges within those relationships. It initiates a process of frame restructuring that will benefit RM. |
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