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| Author: | Healy, M. et al. |
| Title: | The old, the new and the complicated: a trilogy of marketing relationships |
| Journal: | European Journal of Marketing
2001 : VOL. 35:1-2, p. 182-193 |
| Index terms: | MARKETING MANAGEMENT MARKETING MIX NETWORKS RELATIONSHIP MARKETING |
| Language: | eng |
| Abstract: | This paper reviews the links between relationship marketing and network theory. Three main themes of marketing relationships are identified: relationship marketing, neo-relationship marketing and network theory. A framework is developed to allow for the positioning of these three themes of marketing relationships. |
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