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Rogoziński Kazimierz
A Marketing Turning Point Relationship Marketing: 4 PS → Is +/- → 1R +
Materiały Naukowe / Akademia Ekonomiczna w Poznaniu. Katedra Usług, 2000, nr 1, 10 s.
Słowa kluczowe
Marketing relacji, Marketing-mix, Strategia marketingowa
Relationship marketing, Marketing-mix, Marketing strategy
There exist various conceptions of relationship marketing, from the Nordic School of Service Marketing to US scholars [e.g. L.L. Berry] and Canadian researchers [I. Gordon]. My main thesis is that their works lack a coherent framework because authors are concentrating only on the behaviour aspects of relationships. In this paper the author attempts to go deeper and present a philosophy of relationship marketing starting from service foundation and therefore treating service relation as a model. The author stresses that in a posttotalitarian and technological age, when we are discussing about relationships we must keep in mind the anthropologic presuppositions. (original abstract)
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Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
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