Relationship Marketing: What if ...?

Veloutsou, C. , Saren, M. and Tzokas, N. (2002) Relationship Marketing: What if ...? European Journal of Marketing, 36(4), pp. 433-449. (doi: 10.1108/03090560210417255)

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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:Articles
Additional Information:The most accessed article on the Emerald Fulltext Academic Database, April 2002
Glasgow Author(s) Enlighten ID:Veloutsou, Professor Cleopatra
Authors: Veloutsou, C., Saren, M., and Tzokas, N.
Subjects:H Social Sciences > HF Commerce
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:European Journal of Marketing
Publisher:Emerald Group Publishing Ltd.
ISSN (Online):1758-7123

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