Balancing Transactions and Relationships : Insights from customer interactions in PR and advertising
Departing from a theoretical problem, reinforced by a practical dilemma, this study set out to explore the dialectics between the transactional and relationship perspective that PR and advertising marketers must handle in their customer relations. Formulating the study from established transaction a...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Uppsala universitet, Företagsekonomiska institutionen
2015
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-247243 |