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Australian consumers: A marketer's perspective

✍ Scribed by Julie DANG

Book ID
114853833
Publisher
John Wiley and Sons
Year
2007
Tongue
English
Weight
35 KB
Volume
64
Category
Article
ISSN
1446-6368

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This article uses narrative analysis to study a marketing relationship elicited by means of a phenomenological interview. The focal point is the consumer's perspective, and the single incident of a marketing encounter is treated as a core event in relationship marketing. The narrative is derived by