From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing
Author:
Affiliation:
1. Swedish School of Economics and Business, Administration, Finland
Publisher
SAGE Publications
Link
http://journals.sagepub.com/doi/pdf/10.1016/S1320-1646%2894%2970275-6
Reference112 articles.
1. Toward a Concept of Domesticated Markets
2. Perspectives for a theory of marketing
3. On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving
4. Marketing as Exchange
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