The impact of international relationship marketing

Auteurs

• Ulrich Scholz

Paramètres

• Affaires et économie

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After years of research, RM-related articles clearly broaden the domain in ways not restricted to the marketing area, but also in interpreting phenomenon in other areas (e. g. international business, networking, inter-organizational aspects, etc.). However, a major question remains: what do we know about RM that is „most important“ or „most influential“ to help us determine the future of relationships marketing? Cummings and Frost suggested changes in a different component of the knowledge exchange process, and the need for more cross-disciplinary symposia at professional meeting. Hence, this seems an appropriate time to integrate the dispersion of all varieties of RM articles, in order to review its present state and discover future directions and research paths.

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• Année de publication: 2009