haku: @indexterm Relationship marketing / yhteensä: 249
viite: 178 / 249
| Tekijä: | Higgins, M. Smith, W. |
| Otsikko: | Reconsidering the relationship analogy |
| Lehti: | Journal of Marketing Management
2000 : JAN-APR, VOL. 16:1-3, p. 81-94 |
| Asiasana: | Consumers Relationship marketing Theories |
| Kieli: | eng |
| Tiivistelmä: | In this paper the authors do not seek out to dispose of the RM perspective. Instead they seek to examine how a more sophisticated treatment of the relationship concept, in particular by reflecting ambiguities and power dynamics in the sources of the analogies, compels us to produce a re-presentation. Thus they retain the importance of "relationships" but aim to provoke a more realistic, socially embedded characterisation of consumer engagement with marketing and marketers. |
SCIMA