Relationship marketing

Le marketing relationnel

Stephane Magne () and Thierry Côme
Additional contact information
Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines
Thierry Côme: LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

Post-Print from HAL

Abstract: Relationship marketing refers to the strategies and actions aimed at establishing a long-term and individualized relationship, and at building trust, between an organization and its various stakeholders (prospects, customers, suppliers, brand fans, etc.). It is based on the reciprocal exchange of value. Its objective is to create and maintain positive and lasting attitudes toward a specific company or brand, and to foster stakeholder loyalty.

Date: 2017
References: Add references at CitEc
Citations:

Published in Editeur : Gilles Rouet. Les 100 notions de Management numérique, Éditions de l’Immatériel, pp. 215-219, 2017

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05522327

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().