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| Author: | Cronroos, C. |
| Title: | From marketing mix to relationship marketing: towards a paradigm shift in marketing |
| Journal: | Management Decision
1994 : VOL. 32:2, p. 4-20 |
| Index terms: | MARKET THEORY MANAGEMENT PRICING |
| Language: | eng |
| Abstract: | This article discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. |
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