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Title:
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A FRAMEWORK FOR DRIVERS AND ENABLERS OF RELATIONSHIP MARKETING |
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Author(s):
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Arne Floh , Horst Treiblmaier |
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ISBN:
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972-98947-5-2 |
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Editors:
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Pedro Isaías, Piet Kommers and Maggie McPherson |
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Year:
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2004 |
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Edition:
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1 |
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Keywords:
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Relationship Marketing, Customer Relationship Management, e-CRM. |
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Type:
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Full Paper |
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First Page:
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155 |
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Last Page:
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162 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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In the current era of increased competition and changes in consumer behavior, Relationship Marketing has become one of
the most popular fields of marketing research. Marketing scholars are studying the nature and scope of Customer
Relationship Management and are developing conceptualizations regarding the contribution of cooperative and
collaborative relationships between buyers and sellers in order to create and deliver customer value. In this paper the
authors (1) reflect critically on two decades of Relationship Marketing research, (2) describe the stages of Relationship
Marketing and (3) identify and conceptualize the main factors supporting the enormous development in this marketing
research area. |
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