Mitic, Miljana; Kapoulas, Alexandros - In: Marketing Intelligence & Planning 30 (2012) 7, pp. 668-686
Purpose – The purpose of this paper is to investigate the role of Web 2.0 and social media in relationship marketing (RM) in banking. The aim is to understand why some banks resist the Web 2.0 trend, how this is aligned with their RM approaches and what the alternative paths for advancing...