Relationship Marketing Re-Imagined: Marketing's Inevitable Shift from Exchanges to Value Cocreating Relationships by Ahmet Bayraktar, Can Uslay, Naresh K. Malhotra

Relationship Marketing Re-Imagined: Marketing's Inevitable Shift from Exchanges to Value Cocreating Relationships

Ahmet Bayraktar, Can Uslay, Naresh K. Malhotra

168 pages • missing pub info (editions)

nonfiction business economics medium-paced
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Description

Marketing is arguably amidst a paradigm shift. With the emerging value co-creation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through p...

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