Abstract
Relationship marketing has been offered as a new marketing paradigm. However, a relationship approach to marketing challenges many fundamental cornerstones of marketing, such as the definition of marketing variables, the marketing department as a useful organizational solution, marketing planning as an effective way of planning marketing resources and activities, and others. If a firm is to take a relationship marketing approach many existing attitudes, behaviors, and structures will have to be rethought. In the present article, such behaviors and structures are challenged and eight “cornerstone” viewpoints about the implementation of relationship marketing are suggested.
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