Purpose–This study investigates the validity of the relationship paradigm in contrast with the
marketing‐mix paradigm with respect to modern Russian markets. Moreover, the specifics of …

Numa época de intensa competição e de consumidores cada vez mais exigentes, o
marketing relacional tem atraído a atenção tanto de investigadores como de gestores. Na …

Although a number of approaches to designing, implementing, monitoring and measuring a
relationship marketing programme have been suggested in the literature, there is no …

This article reports on the findings from an exploratory, qualitative first part of a research that
(1) theorises that successful creation of shareholder value in relationship marketing and …

ABSTRACT/RESUMO This paper draws insights from three key strategic management
theories: the stakeholder theory, the network theory and the relationship quality theory. It …

The relational marketing paradigm, as well as its predecessors, has been rapidly added to
marketing management's lexicon and tool kit. In conjunction with this concept, theoreticians …

O Marketing Relacional é um conjunto de ações estratégicas implementadas pelas
empresas como forma de criar relações continuas e duradouras com os clientes …

By reviewing the literature on relationship marketing, the present paper seeks to identify
research issues that have not been fully answered in previous research studies. Doing this …

The purpose of this thesis is to provide some ideas as to whether it is possible and effective
for a new IT product to create value for construction companies via relationship marketing …

This article reports on the findings from an exploratory, qualitative first part of a research that
(1) theorises that successful creation of shareholder value in relationship marketing and …