Closing the Gap Between the Expectations of Relationship Marketing and the Reality of E-CRM

Marketing is no longer simply about developing , selling, and delivering products. It is progressively more concerned with the development and maintenance of mutually satisfying long-term relationships with customers (Buttle, 1996, p. vii). To this end, organisations are seeking to adopt relationship marketing (RM) with the expectation that it will help… CONTINUE READING