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The role of marketing managers' commitment and involvement in marketing strategy implementation

โœ Scribed by Ramaseshan, B.; Ishak, Asmai; Rabbanee, Fazlul K.

Book ID
126833276
Publisher
Taylor and Francis Group
Year
2013
Tongue
English
Weight
188 KB
Volume
21
Category
Article
ISSN
0965-254X

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The term relationship marketing has been used to describe a wide range of marketing tactics. In this article, three dimensions that may be used to categorize these tactics are identified: personalization, individualization, and continuity. Research is presented demonstrating that the effectiveness o