Aykut, Arslan (2008): Boosting Total Relationship Marketing. Published in: Electronic Journal of Social Sciences , Vol. 7, No. 25 (July 2008): pp. 139-156.
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This paper explores the track of marketing, by referring to the literature, through the advancements in digitalized technological systems particularly Information Technologies (IT), the emergence of a more broadly educated and more discerning consumer with increasing discretionary spending and purchasing power, the adoption of Total Quality Management (TQM) as the biggest competitive issue of 1990s, the growth of the service economy, the increase of competitive intensity and its impact on customer retention, and finally from a production-oriented definition of marketing to customer-oriented one(transaction to relationships). Actually all these variables are considered to be the main drivers of Relationship Marketing (RM) that led the pathway to Total Relationship Marketing (TRM).
|Item Type:||MPRA Paper|
|Original Title:||Boosting Total Relationship Marketing|
|English Title:||Boosting Total Relationship Marketing|
|Keywords:||Relationship Marketing; Marketing; Total Quality Management; Total Relationship Marketing|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising
M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
|Depositing User:||Aykut Arslan|
|Date Deposited:||16. Feb 2010 22:40|
|Last Modified:||12. Feb 2013 01:22|
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