Abstract
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.
Titolo tradotto del contributo | [Autom. eng. transl.] Interactive relationships with users and marketing evolution in large high tech companies |
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Lingua originale | Italian |
pagine (da-a) | 5-25 |
Numero di pagine | 21 |
Rivista | MICRO & MACRO MARKETING |
Volume | 2 |
Stato di pubblicazione | Pubblicato - 1994 |
Keywords
- marketing
- relaizoni di scambio