Resumen
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 original | Inglés |
|---|---|
| Estado | Publicada - 17 ene 2008 |
| Evento | 7th International Marketing Trends Conference 2008 - Duración: 17 ene 2008 → 19 ene 2008 |
Conferencia
| Conferencia | 7th International Marketing Trends Conference 2008 |
|---|---|
| Período | 17/01/08 → 19/01/08 |