Relationship Marketing: Implications for Future Research
- Soojin Lee (University of Wisconsin, Madison)
- Irenda Vida (University of Wisconsin, Madison)
The purpose of this study is to provide a comprehensive evaluation of existing consumer-oriented relationship marketing literature and to provide a platform for future discussion aimed at furthering the phenomenon. Although the consumer-oriented marketing concept has been on the scene for many decades in one form or another, the majority of relationship marketing studies have been accompanied by a growing body of criticism, primarily directed towards the failure to form true relationships with consumers. While the original purpose of relationship marketing has been in attaining social well-being for more than one part of market, the greater well-being of all parties involved is still far from real.
How to Cite:
Lee, S. & Vida, I., (1998) “Relationship Marketing: Implications for Future Research”, International Textile and Apparel Association Annual Conference Proceedings 1999(1).