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 ...