Relationships are marketing and non-marketing relationships

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Which of the following views on relationship marketing would not be consistent with the views put forward by Gummesson, based on his 30R approach?

a. Relationship marketing is marketing seen as relationships, networks, and interaction.

b. When it comes to relationship marketing, relationships are marketing and non-marketing relationships.

c. Customer relationship management has to be supported by brand loyalty programs.

d. Value for the parties involved is created through an interaction process among suppliers, customers, competitors and others

e. Relationship marketing draws on research in areas such as services marketing; the network approach to industrial marketing; quality management; and organization theory.

Reference no: EM131272306

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