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Beyond relationship marketing: technologicalship marketing

Mosad Zineldin (Associate Professor of Strategic Management and Marketing, School of Management and Economics, Va¨xjo¨ University, Sweden)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 February 2000



Argues that relationship marketing is not a complete paradigm shift. Without effective use of technology, relationship marketing is not an effective strategy. Hence, relationship marketing, based on technological advances, can be considered as a new paradigm. It is demonstrated that everything companies do to build consumer loyalty is affected by technology. It is shown that traditional, relationship, and technologicalship marketing are fundamentally different. The technologicalship marketing allows for different types of synergy effects, solutions, different customers, and different types of interactions and relationships.



Zineldin, M. (2000), "Beyond relationship marketing: technologicalship marketing ", Marketing Intelligence & Planning, Vol. 18 No. 1, pp. 9-23.




Copyright © 2000, MCB UP Limited

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