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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

) the Industrial Marketing and Purchasing school for a network approach to industrial (or B-2-B) marketing, (c) the Anglo-Australian approach to the investigation of the nature of relationships in marketing, and (d) the North American school, focused on CRM ( Egan, 2003 ; Harker & Egan, 2006 ; Palmer et

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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