Kavali, Stella G.; Tzokas, Nikolaos X.; Saren, Michael J. - In: Management Decision 37 (1999) 7, pp. 573-581
As the thoughts and actions of marketers focus on the philosophy of relationship marketing (RM), the purpose of this paper is to broaden our understanding of the concept for its effect on ethical behaviour in organisations. Whilst there is evidence of strong ethical inputs in the theory...