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Research papers

Relationship marketing

This paper provides a brief review of what relationship marketing (RM) is and can be, and what the consequences are for marketing management and marketing research. It is based on almost thirty years of research and experience concerning...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Author: Evert Gummesson
November 1, 1996
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Citation

Gummesson, E. (1996a, November 01). Relationship marketing . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/relationship-marketing-