Kotler and Borden are not dead: Myth of relationship marketing and truth of the 4Ps

Journal of Consumer Marketing

Volumn 24, Issue 4, 2007, Pages 229-241

  Zineldin, Mosad ^a   Philipson, Sarah ^a  

^a LINNAEUS UNIVERSITY   (Sweden)

Author keywords

Marketing mix; Marketing strategy; Relationship marketing

Indexed keywords

EID: 34547380163     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760710756011     Document Type: Article

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