Abstract

ANTUNES, Joaquim  and  RITA, Paulo. The relationship marketing as a new paradigm: A conceptual analysis. Rev. Portuguesa e Brasileira de Gestão [online]. 2008, vol.7, n.2, pp.36-46. ISSN 1645-4464.

This paper presents the evolution and acceptance, both by the business world and academic community, of relationship marketing as an emergent paradigm. The study focuses on the insufficiencies of the transactional marketing as well as the determinants that had contributed for the development of the relationship marketing. The new approach of relationship marketing and its implications in management are also presented. This study finishes with a set of recommendations to act as incentives for future research in relationship marketing in Portugal as well as for extending its application in organizations.

Keywords : Transactional Marketing; Relationship Marketing.

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