The Concept of Relationship Marketing

• Autorzy: Maciej Mitręga
• Języki publikacji: EN

Abstrakty

EN

Changes in the business environment which took place in the second half of 20th century were motivating marketing researchers from Western Countries to search for new methods to be used while describing market relationships. First symptoms of emergence of the relationship marketing concept are connected with papers on marketing implementation in the industrial and service context. The papers in question were published in the eighties. (...) The fast popularisation of relationship marketing in 1990s is connected with some publications which undertook terminological and classificatory problems of relational phenomena . It seems that new marketing concept was long perceived by many managers as an expansive and irrational alternative in relation to the traditional "4P" model. (fragment of text)

Słowa kluczowe

EN

Relationship marketing; Marketing theory

PL

Marketing relacji; Teoria marketingu

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2009
• Tom: Relationship Marketing in Micro and Small Enterprises and Local Authorities - International Comparison
• Strony: 22--38

Twórcy

autor

Maciej Mitręga

• Uniwersytet Ekonomiczny w Katowicach

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