A study of the corporate culture of a relationship marketing oriented firm

Producció científica: Contribució a una conferènciaContribució

Resum

Relationship marketing is a new approach to marketing that requires a change in the corporate culture of the firm in order to be implemented in a strategic level. But, although many authors defend that the corporate culture of a firm has an extraordinary impact on the success of a relationship marketing strategy, there are no studies about the main features of the corporate culture of relational firms. So, this research is interested in discovering the main characteristics of the corporate culture of relational firms.
Idioma originalAnglès
Estat de la publicacióPublicada - 17 de gen. 2008
Esdeveniment7th International Marketing Trends Conference 2008 -
Durada: 17 de gen. 200819 de gen. 2008

Conferència

Conferència7th International Marketing Trends Conference 2008
Període17/01/0819/01/08

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