Relationship Marketing : The Lesson That Today’s Marketer Ought to Learn (A Marketer’s Perspective)  

Oleh:

Simon, Wachinga Gikonyo

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: International Journal of Business vol. 1 no. 1 (May 1999), page 69-82.
Topik: MARKETING; marketing literature; marketing paradigm; relationship marketing; marketer

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: II51.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Much of the work in marketing literature has endeavored greatly to explore the prevailing transition of the marketing paradigm in order to propose the nature and destiny that marketing as a living process should reflect and entail. As such there is not much debate that can allude inadequancy of the desription of how relationship marketing should be like and be conducted, and so it is the same for the conditions in which it could help a marketer realize or fail to realize its benefits. This paper undertakes a different approach in examining some of the critical issues surrouding the paradigm. It will entail the examination of relationship marketing by trying to critically answer the following questions : What is its current and future visions ? How could we attempt a detailed definition of relationship marketing ? What relationship marketing is and is not ? Who will build and manage relationship marketing ? What factors are necessary for successful relationship marketing ? Does relationship marketing really work ? and the Epilogue.

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