Business, Management and Accounting
8 years ago

Relationship Marketing on Track to Become a Discipline, Transforming Industry

Journal of Relationship Marketing
Evolving Relationship Marketing into a Discipline
Jagdish N. Sheth, Atul Parvatiyar

Paper Summary

Relationship marketing is a popular concept, but it has not yet become a discipline. The focus should be on eight areas to help it evolve into one. Successful disciplines like consumer behavior and services marketing can serve as examples. Key Words: Relationship marketing, discipline, theory.

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