search query: @author O'Malley, L. / total: 12
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| Author: | O'Malley, L. Tynan, C. |
| Title: | Relationship marketing in consumer markets: rhetoric or reality? |
| Journal: | European Journal of Marketing
2000 : VOL. 34:7, p. 797-815 |
| Index terms: | Relationship marketing Consumer markets Industrial marketing Service marketing Consumer behaviour |
| Language: | eng |
| Abstract: | Relationship marketing was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently the domain of RM has been extended to incorporate innovative applications in mass consumer markets. This paper presents a critical review of the history of RM in consumer markets, and incorporates important conceptual, practical, empirical and popular contributions. |
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