Toward a Theoretical Framework of Relationship Marketing in the Business Context

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...

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Bibliographic Details
Main Authors: Shahidul Islam, Nor Azila Mohd. Noor, Khandoker Mahmudur Rahman, Kawsar Ahmmed, Fizar Ahmed
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2019-01-01
Series:Tržište
Subjects:
relationship marketing
communication
trust
commitment
duration of the relationship
Online Access:https://hrcak.srce.hr/file/337247

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