Marketing Intelligence & Planning Volume 10 Issue 8

Abstract

A slowed rate of market growth, industrial over‐capacity, increased competition: these are just three “trend drivers” towards relationship marketing. Philip Kotler, one of the world’s leading marketing thinkers, has brought the philosophy of relationship marketing to bear on a key issue for marketing strategies, that of customer retention.

Citation

(1992), "Marketing Intelligence & Planning Volume 10 Issue 8", Marketing Intelligence & Planning, Vol. 10 No. 8, pp. 1-47. https://doi.org/10.1108/eb046236