Marketing relacji – koncepcja i kierunki rozwoju
The conception and development of relationship marketing
Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, 2008, vol., nr 69, s. 89-98
Abstract
The paper presents multiplicity of ways of definying relationships marketing as the part of marketing theory. The traditional approach was compared with modern marketing (relationship marketing) theory. Berry’s model of enterprise strategy based on relationship marketing strategy was also presented