Since 2014
Understanding Paradigm Shift from Marketing-Mix to Relationship Marketing
International Journal of Operations and Logistics Management
View Archive Info| Field | Value | |
| Title |
Understanding Paradigm Shift from Marketing-Mix to Relationship Marketing
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| Creator |
Mushtaq, Anila
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| Subject |
Marketing, Marketing Myopia, Marketing Mix, Relationship Marketing
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| Description |
The major purpose of this article is to understand the concept of marketing and evolution in marketing discipline over the time. This paper presents conceptualization of marketing and elaborates the role of marketing in the field of management sciences. This study covered in the two major paradigms in the marketing management and their importance for marketer: marketing-mix and relationship marketing. Marketing is a border field and due time constraint, the focus was too narrow.
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| Publisher |
Academy of Business & Scientific Research
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| Contributor |
—
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| Date |
2014-06-02
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
http://absronline.org/journals/index.php/ijolm/article/view/240
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| Source |
International Journal of Operations and Logistics Management; Vol 3, No 2 (2014): June; 188-191
2309-8023 2310-4945 |
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| Language |
eng
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| Relation |
http://absronline.org/journals/index.php/ijolm/article/view/240/261
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| Rights |
Copyright (c) 2014 International Journal of Operations and Logistics Management
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