Relationship marketing: What if … ?
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.
Keywords
Citation
Veloutsou, C., Saren, M. and Tzokas, N. (2002), "Relationship marketing: What if … ?", European Journal of Marketing, Vol. 36 No. 4, pp. 433-449. https://doi.org/10.1108/03090560210417255
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited