As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both marketing theory and practice. The purpose of this working paper is to offer a general overview of the roots of relationship marketing as well as of its conceptual background. In this regard, two important streams of research are examined and discussed – the Nordic School and the IMP Group – along with the contribution of the Anglo-Australian School and the relationship approach to branding.
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Paper provided by Universidade do Porto, Faculdade de Economia do Porto in its series FEP Working Papers with number
268.
Find related papers by JEL classification: M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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