2015 | OriginalPaper | Chapter
Cross-Cultural Relationship Marketing in Hypermedia Environments
Author : Erik Granered
Published in: Proceedings of the 1996 Multicultural Marketing Conference
Publisher: Springer International Publishing
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Faced with a decline in advertising effectiveness, marketers have resorted to relationship marketing. This marketing school provides some theoretical foundations for how to market on the Internet. However, the Internet is not a mass market Marketers have to develop real human relations in this new multicultural environment.