Toward a Theoretical Framework of Relationship Marketing in the Business Context
Purpose – This paper addresses the issues related to the practice of relationship marketing at the organizational level. Considering the influence of various factors, this study offers a theoretical framework necessary to create, maintain, and enhance the business relationship. Design/methodology/ap...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2019-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/337247 |