A postmodern perspective to Relationship Marketing Strategy

• Bertil Hultén ^[1]
  1. [1] Al Akhawayn University

     Al Akhawayn University

     Marruecos

     
• Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 135-150
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • A postmodern perspective is viewed as a fruitful methodology for rethinking the marketing discipline, especially the managerial school. The aim of the paper is to present the usefulness of a postmodern perspective in understanding how relationship marketing strategies have been influenced by conditions in a postmodern marketing environment. Research findings and conclusions from a study on Swedish retail grocery chains are presented within a postmodern marketing strategy framework.