2017 | OriginalPaper | Buchkapitel
Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda
verfasst von : Don Schultz, Edward C Malthouse, Doreen Pick
Erschienen in: The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World
Verlag: Springer International Publishing
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Marketing and marketing communications have changed dramatically over the past 50 years. This article traces the changes through a set of models, starting with Customer Marketing (CM) then Customer Relationship Marketing (CRM) and finally CN2, the Customer Networked/Negotiated system. Illustrative details are provided for each of the systems. Based on this evolution, a new academic/professional research agenda is proposed.