The Essence and the Essentials: A Distillation of Relationship Marketing
نویسنده
چکیده
Much of the published work in the field of relationship marketing is normative and descriptive. Only a limited amount of empirical work has been conducted. That which has been carried out demonstrates the gap between the academic and practitioner domains. The “paradigm shift” widely proposed in the literature is not yet demonstrated in practice, with companies being shown to adopt a range of marketing stances ranging from transactional to relational.
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