Relationship marketing = Ethical marketing.

The premise of this paper is that relationship marketing should be equated with ethical marketing. That is, ethical concepts are at the root of long term associations between companies.

Relationship marketing = ethical marketing

Patrick E. Murphy University of Notre Dame, United States;Graham Wood University of Salford, United Kingdom andGene R. Laczniak Marquette University, United States

INTRODUCTION

Relationship marketing is the practice of building long-term satisfying relations with key parties - customers, suppliers, distributors - in order to retain their long-term preference and business. Smart marketers try to build long-term, trusting, 'win-win' relationships with valued customers, distributors, dealers and suppliers. They ...

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