Kotelnikova, Zoya - In: Journal of Economic Sociology 15 (2014) 5, pp. 85-103
The paper reviews the state-of-the-art in relationship marketing and new economic sociology. The author pays attention … asymmetry, adaptation, and mutual contentment). Despite the intersections, relationship marketing and new economic sociology … marketing, new economic sociology has a much wider scope of interests. Thirdly, relationship marketing focuses on ongoing …