Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this … relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists … and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing …

Purpose This paper, from a marketing and management perspective, aims to review the relevant literature germane to …. Originality/value The paper is the first thorough literature review of gaming research on marketing and management with a focus on … based on the internal link between management and employees, interaction between casino service employees and customers and …

Marketing ethics and social responsibility are inherently controversial, and years of research continue to present … conflicts and challenges for marketers on the value of a socially responsible approach to marketing activities. This article … in favour of ethical marketing.  …