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Keywords: Direct marketing
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Journal Articles
Journal:
Management Decision
Management Decision (1996) 34 (3): 5–14.
Published: 01 April 1996
... if relationship marketing is truly to be adopted. Otherwise the firm may just be paying lip‐service to the new philosophy. Using direct marketing techniques and developing partnerships alone are not sufficient. Relationship marketing requires much more than that. © MCB UP Limited 1996 Direct...
