Relationship use and market dynamism: A model of relationship evolution

Article Abstract:

The success of relationship marketing is evidenced to contradictory reasons given by practitioners and academic researchers. The study identifies a number of contextual conditions that guide the development and evolution of relationship strategies. The study finds that changes in the competitive environment favour adoption of relationship marketing

United States, Management dynamics, Public affairs, Marketing Management, Customer Relations, Administration of Marketing, Social aspects, Management, Study and teaching, Company business management

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Market segmentation and product differentiation in political campaigns: a techical feature perspective

Article Abstract:

This paper presents research conducted during the 2001 British General Election using various marketing techniques to show that a product differentiation approach seems the most effective focus for strategy development for political marketing campaigns.

United Kingdom, Marketing procedures, Elections, Company marketing practices

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