... topic modeling Intellectual structure Relationship marketing (RM) aims “to establish, maintain and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises...

...Chunjia Hu; Michael Song; Feng Guo Purpose The purpose of this paper is to employ a quantitative approach to explore the intellectual structure of the market orientation (MO) field over the course of its development. Design/methodology/approach This research was conducted by using...