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• W1525821978 abstract "As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both marketing theory and practice. The purpose of this working paper is to offer a general overview of the roots of relationship marketing as well as of its conceptual background. In this regard, two important streams of research are examined and discussed – the Nordic School and the IMP Group – along with the contribution of the Anglo-Australian School and the relationship approach to branding." @default.
• W1525821978 created "2016-06-24" @default.
• W1525821978 creator A5030171222 @default.
• W1525821978 date "2008-03-01" @default.
• W1525821978 modified "2023-09-27" @default.
• W1525821978 title "Relationship Marketing: From Its Origins to the Current Streams of Research" @default.
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