LIBRARY
MBA 565: Marketing: Module 3
Recommended Readings
MBA 565 Module 3
Relationship Marketing Strategy Information:
- Customer relationship oriented marketing practices in SMEsReijonen, 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.