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Relational Marketing in the New Service Economy

Author

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  • SOCA, Diana

Abstract

The unprecedented development of the services, supported by the technological progress made by the 20th century to give birth to a new type of society which can be characterized as a “service economy” with traits different from those of the “industrial” development model. Under these conditions, relational marketing as philosophy and as instrument of running business is forced to adapt to these deep mutations.

Suggested Citation

  • SOCA, Diana, 2016. "Relational Marketing in the New Service Economy," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 6(2), pages 24-28, June.
    • Handle: RePEc:hmm:journl:v:6:y:2016:i:2:p:24-28
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    More about this item

    Keywords

    service economy; transactional marketing; relational marketing;
    All these keywords.

    JEL classification:

    • L80 - Industrial Organization - - Industry Studies: Services - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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