an overview on relationship marketing.doc
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an overview on relationship marketing,an overview on relationship marketingabstractthis study examines the state of the art in relationship marketing research published in the 1987-2005 period and p...
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AN OVERVIEW ON RELATIONSHIP MARKETING
ABSTRACT
This study examines the state of the art in relationship marketing research published in the 1987-2005 period and probes significant changes in the field both in terms of the substance of research and methodologies employed. The research articles were analysed by two periods (1987-1998) and (1999-2005) in order to investigate the development and trend of research topics and methodologies and finally to encourage additional investigations. Relationship marketing is a popular academic research area in the field of marketing. And given recent pressures on academic institutions to show evidence of performance the findings provide a useful benchmark of individual and institutional research productivity in the field of relationship marketing.
ABSTRACT
This study examines the state of the art in relationship marketing research published in the 1987-2005 period and probes significant changes in the field both in terms of the substance of research and methodologies employed. The research articles were analysed by two periods (1987-1998) and (1999-2005) in order to investigate the development and trend of research topics and methodologies and finally to encourage additional investigations. Relationship marketing is a popular academic research area in the field of marketing. And given recent pressures on academic institutions to show evidence of performance the findings provide a useful benchmark of individual and institutional research productivity in the field of relationship marketing.
