engleski

Marketing Mix and Relationship Marketing

This paper reflects the author's viewpoint of marketing roles and responsibilities in the current business environment. The intention is to provide a picture of a possible marketing mix model extension in order to activate marketing relationship network strengths to deliver value that matters to customers. The paper is intended for graduate students and practitioners to provoke further knowledge and practice integration and to stress the increased need for extended usage of the marketing relationship network to enable delivery of valuable customer experience and profitable results of business operations.

Marketing Mix; Marketing Relationship Network; Valuable Customer Experience

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