期刊名称：Zeszyt Naukowy Wyższej Szkoły Zarządzania i Bankowości w Krakowie
印刷版ISSN：1897-659X
电子版ISSN：2300-6285
出版年度：2014
期号：32
页码：1-14
语种：English
出版社：Wyższa Szkoła Zarządzania i Bankowości w Krakowie
摘要：The article presents the concept of relationship marketing as a defined and specific way of thinking. It determines and defines the theoretical fundamentals of relationship marketing, its concept approaches,research traditions and the schools of relationship marketing: 1) the Nordic School of Service Marketing,2) the Australian School of Relationship Marketing,3) the American Harvard Business School,4) the International Marketing and Purchasing Group (IMP),5) The University of Texas,6) the Center for Relationship Marketing.
