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Relationship Marketing: Revisiting the Scholarship in Sport Management and Sport Communication

Gashaw Abeza, Norm O’Reilly, and Jessica R. Braunstein-Minkove

such as relational channels within networks and the impact of information technology on development of relationships in networks ( Bush et al., 2007 ; Harker & Egan, 2006 ). The Anglo-Australian school of thought focuses mainly on research within the domain of marketing of services and focuses on

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Opportunities for Advancing Relationship Marketing and Social Media Research

Rebecca M. Achen

) recognizes there are multiple perspectives for classifying schools of thought in relationship marketing, they describe three including the Nordic school, Industrial Marketing and Purchasing group, and Anglo-Australian school. Palmer et al. synthesized research across these groups and defined the schools of