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Boosting Total Relationship Marketing

Aykut Arslan

MPRA Paper from University Library of Munich, Germany

Abstract: This paper explores the track of marketing, by referring to the literature, through the advancements in digitalized technological systems particularly Information Technologies (IT), the emergence of a more broadly educated and more discerning consumer with increasing discretionary spending and purchasing power, the adoption of Total Quality Management (TQM) as the biggest competitive issue of 1990s, the growth of the service economy, the increase of competitive intensity and its impact on customer retention, and finally from a production-oriented definition of marketing to customer-oriented one(transaction to relationships). Actually all these variables are considered to be the main drivers of Relationship Marketing (RM) that led the pathway to Total Relationship Marketing (TRM).

Keywords: Relationship Marketing; Marketing; Total Quality Management; Total Relationship Marketing (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2008-07
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Published in Electronic Journal of Social Sciences 25.7(2008): pp. 139-156

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