Mitussis, Darryn; O'Malley, Lisa; Patterson, Maurice - In: European Journal of Marketing 40 (2006) 5/6, pp. 572-589
Purpose – This paper aims to reframe and enhance the relationship marketing literature through advocating an emphasis on process and a renewed commitment to social and informational exchanges. Design/methodology/approach – The paper is conceptual. It takes as its starting‐point the...