The article discusses and confronts two perspectives to marketing exchanges: the transaction and relationship perspectives. It thus studies how marketing organization and role changes when the company starts to handle market relationships according to a long term relationship approach.
Tunisini, A., Relazioni interattive con gli utilizzatori ed evoluzione del marketing nelle grandi imprese high tech, <<MICRO & MACRO MARKETING>>, 1994; 2 (1): 5-25 [http://hdl.handle.net/10807/14118]
Relazioni interattive con gli utilizzatori ed evoluzione del marketing nelle grandi imprese high tech
Tunisini, Annalisa
1994
Abstract
The article discusses and confronts two perspectives to marketing exchanges: the transaction and relationship perspectives. It thus studies how marketing organization and role changes when the company starts to handle market relationships according to a long term relationship approach.
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