CMN 2101 Chapter Notes - Chapter 7: Relationship Marketing, Intangible Asset, 2-Step Garage
11 Oct 2016
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Document Summary
Finch, d. , o"reilly, n. , hillenbrand, c. , & abeza, g. (2015). Standing on the shoulders of giants: an examination of the interdisciplinary foundation of relationship marketing. Integrated literature review study of relationship marketing field. Management: advancing relationship research by exploring links between firm value and stakeholder value. Marketing: creating knowledge around the development and impact of stakeholder behaviors (ex. Psychology: attitude formation, attitude-behavior consistency and influence of external mediation on decision processes. Sociology: contributes to understanding of relationship marketing through examination of structures and processes of human society as both the actor and group levels. Goal of literature review: assess the range of. Relationship marketing: perspective that marketing is built on establishing, maintaining and enhancing mutually successful relationship in which value is created for all parties. Integrated literature review objective: summarize the accumulated state of knowledge concerning the relations of interest and to highlight important issues that research has left unresolved.
