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Ashish GUPTA;
  • Publisher: Universitaria Press Craiova
  • Journal: Management & Marketing (issn: 1841-2416)
  • Publisher copyright policies & self-archiving
  • Subject: HF5001-6182 | Business | relationship marketing, consumer marketing, consumer behavior | consumer marketing | consumer behavior | relationship marketing
    • jel: jel:M31 | jel:M30

Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer market... View more
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