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

O. Iglesias, J. Montaña Matosas, A. Sauquet Rovira

Research output: Conference paperContribution

Abstract

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.
Original languageEnglish
Publication statusPublished - 17 Jan 2008
Event7th International Marketing Trends Conference 2008 -
Duration: 17 Jan 200819 Jan 2008

Conference

Conference7th International Marketing Trends Conference 2008
Period17/01/0819/01/08

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