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Title: None_Provided
Category: Literature / English
Details: Words: 2744 | Pages: 11.7 (approximately 235 words/page)

None_Provided

Has today's dominant marketing mix paradigm become a strait-jacket? A relationship building and management approach may be the answer. The marketing mix management paradigm has dominated marketing thought, research and practice since it was introduced almost 40 years ago. Today, this paradigm is beginning to lose its position. New approaches have been emerging in marketing research. The globalization of business and the evolving recognition of the importance of customer retention and market economies and of customer …showed first 75 words of 2744 total…

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…showed last 75 words of 2744 total…L.J. (Eds), Economics and Marketing. Essays in Honour of Gösta Mickwitz, Economy and Society, No. 48. Swedish School of Economics and Business Administration, Helsingfors, Finland, 1992, pp. 109-24. 2. Sheth, J.N., Gardner, D.M. and Garrett, D.E., Marketing Theory: Evolution and Evaluation, Wiley, New York, NY, 1988. 3. Jackson, B.B., "Build Customer Relationships That Last", Harvard Business Review, Vol. 63, November-December 1985, pp. 120-8. 4. Gummesson, E., "The New Marketing - Developing Long-term Interactive Relationships", Long Range Planning, Vol. 20 No. 4, 1987, pp. 10-20.

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