Brun, Isabelle; Durif, Fabien; Ricard, Line - In: European Journal of Marketing 48 (2014) 3/4, pp. 572-594
Purpose – The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet. Design/methodology/approach – The exploratory cognitive mapping technique (Cossette, 2004) employs...