Summary: Relationship Marketing as a philosophy and a set of practices is now widely accepted by both academics and practitioners. However, it can be argued that it has still not become the dominant underpinning platform upon which organisations plan and implement their marketing strategies. The focus of this workshop will be upon the ways in which the established ideas of Relationship Marketing can be built on and extended to enable their wider implementation. The workshop will also seek to identify the enablers and the barriers to further progress in the practice of Relationship Marketing strategies.

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