haku: @author Pels, J. / yhteensä: 5
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| Tekijä: | Pels, J. |
| Otsikko: | Exchange relationships in consumer markets? |
| Lehti: | European Journal of Marketing
1999 : VOL. 33:1/2, p. 19-37 |
| Asiasana: | CONSUMERS MARKETS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The author discusses the validity of classifying transaction and relationship exchanges (and marketing theories) according to whether the selling firm is operating in consumer or industrial markets. It is only recently that relationship marketing, and thus the exchange relationship paradigm, has starged to become an alternative approach to consumer markets. The article aims at understanding if the work of the Industrial Marketing and Purchasing (IMP) can be applied to end-user consumer markets. |
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