Relationships are not ubiquitous in marketing
Abstract
This commentary aims to stimulate debate about the role of relationships in marketing. It raises the question of when it is appropriate to use the term relationship, requests a distinction between ongoing interaction and relationship, cautions against a “one size fits all” marketing theory and calls for much more focussed and innovative research in this area.
Keywords
Citation
Zolkiewski, J. (2004), "Relationships are not ubiquitous in marketing", European Journal of Marketing, Vol. 38 No. 1/2, pp. 24-29. https://doi.org/10.1108/03090560410511104
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited