Development of relationship marketing, Marketing Management

Question 1:

(a) Discuss the influences that led to the development of relationship marketing.

(b) Using appropriate theories, discuss why the marketing mix paradigm and the four P model has become such a strait jacket for marketers rejoining the sayings of Goonroos (1997) "Is there a Paradigm shift in Marketing"?

Question 2:

In the article" Preventing the premature death of relationship marketing" by Susan Fournier et al (1998), the premature demise of the customer intimacy is portrayed.

Discuss the strategies mentioned in the article to prevent this from happening.

Posted Date: 11/30/2013 4:30:07 AM | Location : United States

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