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• W1490372313 abstract "There is no consensus among marketing scholars and practitioners regarding transactional and relationship marketing differences and correlations. Coviello, Brodie and Munro (1997) have sought to understand the nature of these phenomena and suggested an integrated approach towards a variety of marketing types. They created a classified scheme based on Europe and the US marketing schools‘ ideas’. By synthesizing various conceptual marketing approaches the scholars defined two main marketing perspectives (transactional and relationship) that incorporate four marketing types (transactional, database, interaction, and network). However this classification lack empirical evidence as very little research has been conducted to test it." @default.
• W1490372313 created "2016-06-24" @default.
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• W1490372313 date "2007-09-28" @default.
• W1490372313 modified "2023-09-30" @default.
• W1490372313 title "Relationship and Transactional Marketing Integration Aspects" @default.
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• W1490372313 doi "https://doi.org/10.5755/j01.ee.54.4.12285" @default.
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