TY  - GEN
AU  - DASARI, SHAILENDRA
AU  - GUNASEELAN, RUPA
TI  - Realitionship marketing: An overview
PY  - 2013///
KW  - MARKETING
N2  - 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
ER  -