LibGuides: MBA 565: Marketing: Module 3

MBA 565 Module 3

Relationship Marketing Strategy Information:

Customer relationship oriented marketing practices in SMEs
Reijonen, H., & Laukkanen, T. (2010). Customer relationship oriented marketing practices in SMEs. Marketing Intelligence & Planning, 28(2), 115-136.
Online relationship marketing.
Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369–393.
From marketing mix to relationship marketing: Towards a paradigm shift in marketing.
Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4.

Read the following article to help with the case study analysis written assignment for this module

Welcome to the Experience Economy.
Pine, I. B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105.