The 4Ps of relational marketing, perspectives, perceptions, paradoxes and paradigms learnings from organizational theory and the strategy literature

Journal of Relationship Marketing

Volumn 4, Issue 3-4, 2006, Pages 59-84

  Pels, Jacqueline ^a   Saren, Michael ^b  

^a UNIVERSIDAD TORCUATO DI TELLA   (Argentina)

^b UNIVERSITY OF STRATHCLYDE   (United Kingdom)

Author keywords

Research paradigms; Theoretical paradigms in marketing

Indexed keywords

EID: 33746558007     PISSN: 15332667     EISSN: 15332675     Source Type: Journal    
DOI: 10.1300/J366v04n03_05     Document Type: Conference Paper

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