Realitionship marketing An overview

By:

DASARI, SHAILENDRA

Contributor(s):

GUNASEELAN, RUPA

Material type:

Mixed materialsPublication details: 2013Description: 5-15Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: Realtionship marketing prevalent in the pre-industrial era had to give way to transactional marketing in the psot industrial era. However, it has been staging a strong comeback for the past two decades, thereby making the circle complete. This article is an attempt to trace the re-emergence of relationship marketing- it presents the pros and cons of several theories and models elucidating this phenomenon and updates the readers with the literature that has surfaced in the last 20-25 yeras across the continents on the subject based on the research conducted during April- August, 2011

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		42/12	Available		P14759

Realtionship marketing prevalent in the pre-industrial era had to give way to transactional marketing in the psot industrial era. However, it has been staging a strong comeback for the past two decades, thereby making the circle complete. This article is an attempt to trace the re-emergence of relationship marketing- it presents the pros and cons of several theories and models elucidating this phenomenon and updates the readers with the literature that has surfaced in the last 20-25 yeras across the continents on the subject based on the research conducted during April- August, 2011

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