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Relationship Marketing In Consumer Markets- An Article Review

ARTICLE REVIEW

“Relationship marketing in consumer markets Rhetoric or reality?” By: O'Malley, Lisa; Tynan, Caroline. European Journal of Marketing, 2000, Vol. 34 Issue 7, p797, 19p; (AN 3497728)



Synopsis

This report is based on the notions of relationship marketing relative to consumer markets
This journal article (“Relationship Marketing in Consumer Markets: Rhetorical or Reality”)- focuses on the different aspects of relationship marketing and its effects on the business to consumer markets. This article addresses notions of relationship marketing such as its definition, stages in the Business Customer Relationships (BCR), Relationship marketing strategy in consumer markets, the four tangible manifestations of RM in Consumer Markets and situations where relationship exchange is taken.

Introduction

This case study report is solely based on the notions of relationship marketing relative to consumer markets.
Analysis would be made on the notions of......


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Approximate Word Count: 841
Approximate Pages: 4 (250 words per double-spaced page)

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