haku: @author Gummesson, E. / yhteensä: 12
viite: 5 / 12
| Tekijä: | Gummesson, E. Lehtinen, U. Grönroos, C. |
| Otsikko: | Comment on "Nordic perspectives on relationship marketing" |
| Lehti: | European Journal of Marketing
1997 : VOL. 31:1/2, p. 10-16 |
| Asiasana: | SERVICE MARKETING SCANDINAVIA |
| Kieli: | eng |
| Tiivistelmä: | The object of this commentary is to add some vital information about the relationship marketing (RM). The two major underpinnings of RM for Nordic researchers are services marketing , and the network approach to industrial marketing developed by members of The Industrial Marketing and Purchasing Group (IMP). The Nordic countries have given prominent contributions to both areas. There is a mix-up between the term RM and the understanding of the actual phenomenon. The term appeared simultaneously in industrial marketing and in services marketing. In the Nordic countries the interest in RM has expanded, and it is grounded in the tradition of services marketing and the network approach. Knowledge of these two areas is widespread among Nordic students and professors. |
SCIMA