About this document
Foundations of Relationship Marketing Theory by Hammna Ashraf is a document available to read on EtoBox.
This document discusses relationship marketing theory and aims to further develop its explanatory foundations. It does so by proposing answers to three "why" questions: 1) Why is relationship marketing so prominent now? 2) Why do firms and consumers enter relationships? 3) Why are some relationship marketing efforts more successful than others? It first outlines ten forms of relationship marketing, then addresses the three questions in order. For the first question, it argues the rise of strategic network c
- Author
- Hammna Ashraf
- Language
- EN