The article discusses and confronts two perspectives to marketing exchanges: the transaction and relationship perspectives. It thus studies how marketing organization and role changes when the company starts to handle market relationships according to a long term relationship approach.
|Translated title of the contribution||[Autom. eng. transl.] Interactive relationships with users and marketing evolution in large high tech companies|
|Number of pages||21|
|Journal||MICRO & MACRO MARKETING|
|Publication status||Published - 1994|
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