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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 0263-4503
- DOI
- 10.1108/02634500010308549
- Publisher site
- See Article on Publisher Site
Abstract
Argues that relationship marketing is not a complete paradigm shift. Without effective use of technology, relationship marketing is not an effective strategy. Hence, relationship marketing, based on technological advances, can be considered as a new paradigm. It is demonstrated that everything companies do to build consumer loyalty is affected by technology. It is shown that traditional, relationship, and technologicalship marketing are fundamentally different. The technologicalship marketing allows for different types of synergy effects, solutions, different customers, and different types of interactions and relationships.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Feb 1, 2000
Keywords: Relationship marketing; New technology; Marketing strategy; Technology led strategy