haku: @author Gummesson, E. / yhteensä: 12
viite: 9 / 12
| Tekijä: | Gummesson, E. |
| Otsikko: | The new marketing-developing long-term interactive relationships. |
| Lehti: | Long Range Planning
1987 : AUG, VOL. 20:4, p. 10-20 |
| Asiasana: | MARKETING CONCEPT |
| Kieli: | eng |
| Tiivistelmä: | The present Marketing Concept is unrealistic and needs to be replaced. Marketing should be seen as relationship management. Relationships and interactions in marketing are emphasized. This new concept of marketing has developed out of new theories of services marketing and industrial marketing and also out of practical experience. Building and maintaining relationships have long-term implications and therefore affect the strategic and long-range planning of the firm's marketing. |
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