A Study of Marketing Managers' use of Relationship Marketing
Schrader Henry
Description
The purpose of this study was to gain insight into the marketing manager¿s familiarity with and use of relationship marketing. By testing the hypotheses, this study was able to identify marketing managers¿ familiarity with relationship marketing, marketing managers¿ understanding of the best definition for relationship marketing, and how the marketing manager¿s knowledge of marketing technology has an impact on the use of relationship marketing.
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