haku: @author Möller, K. / yhteensä: 16
viite: 9 / 16
| Tekijä: | Halinen, A. Möller, K. |
| Otsikko: | Relationship marketing theory: its roots and direction |
| Lehti: | Journal of Marketing Management
2000 : JAN-APR, VOL. 16:1-3, p. 29-54 |
| Asiasana: | Relationship marketing Theories |
| Kieli: | eng |
| Tiivistelmä: | The authors argue that some of the novelty and generality claims in current relationship-marketing (RM) propositions are inflated. On the basis of a conceptual analysis of the disciplinary roots of RM thinking, they argue that RM does not form a general theory of marketing, and that actually two types of relationship theory exist: Market-based, more consumer-oriented RM, and Network-based, more interorganisationally-oriented RM. |
SCIMA