Fernandes, Teresa M.; Proença, João F.; Kannan, P.K. - Faculdade de Economia, Universidade do Porto - 2008
This paper presents an historical analysis of relationship marketing. We discuss the roots and the directions of … relationship marketing that are considered relevant: their origins, the Industrial Marketing and Purchasing group (IMP) approach to … (CRM) approach of relationship marketing. The paper highlights that the boundaries of relationship marketing as defined in …