Evans, Martin - In: Journal of Consumer Marketing 20 (2003) 7, pp. 665-685
concerned over the use of the “R” (relational) word in marketing. But even this needs to be implemented with caution and … it is used, that lead to a proposition that relationship marketing can be an oxymoron. Also, however, suggests a number … of compromise solutions in an era in which marketers are unlikely to abandon the paradigm. If marketing reverted to …