Relationship marketing: What if…?

Veloutsou, Cleopatra, Saren, Michael and Tzokas, Nikolaos (2002) Relationship marketing: What if…? European Journal of Marketing, 36 (4). pp. 433-449.

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Abstract

Academics and market professionals appreciate the importance of relationship marketing for contemporary firms. Yet, relationship marketing strategies and tactics are context specific. Based on opinions expressed in an academic “think tank” held at Lake Menteith in Scotland and the use of an expert system, this paper reports how business relationships may develop in the future and the practices that should be used under certain scenarios. It concludes with recommendations of areas where further research activity in relationship marketing is required.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Nicola Secker
Date Deposited:	18 Apr 2011 15:36
Last Modified:	28 Mar 2025 04:47
URI:	https://ueaeprints.uea.ac.uk/id/eprint/29559
DOI:	10.1108/03090560210417255

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