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| Author: | Grönroos, C. |
| Title: | Taking a customer focus back into the boardroom : can relationship marketing do it? |
| Journal: | Marketing Theory
2003 : VOL 3:1, p. 171-173 |
| Index terms: | MARKETING MIX MARKETING MANAGEMENT RELATIONSHIP MARKETING SHAREHOLDER VALUE |
| Language: | eng |
| Abstract: | This article considers relationship marketing and different marketing tools. The author of the article analyzes these different theories and issues around marketing mix management, shareholder value and customer relationship. |
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