OPINION - Don't Just Relate -- Collaborate - While relationship marketing assumes that companies relate to customers, collaborative marketing requires that companies work with customers to define, design and deliver value.
| Year of publication: |
2002
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| Authors: | Sawhney, Mohanbir |
| Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 43.2002, 3, p. 96
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