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How TikTok Influencers Disclose Food and Beverage Brand Partnerships: Descriptive Study.
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European Journal of Marketing, 2002
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 ...
Veloutsou, Cleopatra +2 more
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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 ...
Veloutsou, Cleopatra +2 more
openaire +4 more sources
Journal of Business Research, 1999
Abstract Relationship marketing has been offered as a new marketing paradigm. However, a relationship approach to marketing challenges many fundamental cornerstones of marketing, such as the definition of marketing variables, the marketing department as a useful organizational solution, marketing planning as an effective way of planning marketing ...
Adrian Payne, Sue Holt
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Abstract Relationship marketing has been offered as a new marketing paradigm. However, a relationship approach to marketing challenges many fundamental cornerstones of marketing, such as the definition of marketing variables, the marketing department as a useful organizational solution, marketing planning as an effective way of planning marketing ...
Adrian Payne, Sue Holt
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The Evolution of Relationship Marketing
International Business Review, 1995Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial ...
Jagdish N. Sheth, Atul Parvatiyar
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Relationship marketing in consumer markets
Journal of Marketing Management, 1996The ideas of relationship marketing have so far mainly been applied to industrial and services marketing, but may also have some relevance for consumer marketing. This paper suggests that marketing relationships will be easier to form in some types of consumer market than others, and that this inherent “relationship‐friendliness” will depend upon ...
Gordon Oliver, Joe Penn, Richard Christy
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2005
This collection is a long-awaited one-stop resource that draws together all the important readings on the origins, development and future of Relationship Marketing. With classic and contemporary writings from influential figures in the field, this landmark work explores the theory and practice of Relationship Marketing.
Egan, J., Harker, M.J.
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This collection is a long-awaited one-stop resource that draws together all the important readings on the origins, development and future of Relationship Marketing. With classic and contemporary writings from influential figures in the field, this landmark work explores the theory and practice of Relationship Marketing.
Egan, J., Harker, M.J.
openaire +1 more source
Annals of Tourism Research, 2003
Abstract Despite its increasing maturity in the literature, relationship marketing remains an untested concept for destination marketers. This article explores the opportunities and challenges faced by managers of destinations in their attempt to engender loyalty and repeat visitation in a product domain traditionally considered highly complex ...
Alan Fyall +2 more
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Abstract Despite its increasing maturity in the literature, relationship marketing remains an untested concept for destination marketers. This article explores the opportunities and challenges faced by managers of destinations in their attempt to engender loyalty and repeat visitation in a product domain traditionally considered highly complex ...
Alan Fyall +2 more
openaire +2 more sources
From relationship marketing to total relationship marketing and beyond
Journal of Services Marketing, 2017Purpose This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. Design/methodology/approach This study is a discourse based on new theoretical developments, literature ...
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