Naslov
Marketing Mix and Relationship Marketing

Autori
Ivanković, Jadranka

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International Conference for Customer Behavior and Retailing Research (3 ; 2006 ; Zagreb) Conference proceedings / The 3rd International Customer Behavior and Retailing Research - CIRCLE, Zagreb, April 21-22, 2006 / Vranešević, Pavičić - Zagreb : Graduate School of Economics and Business, Zagreb, University of Zagreb, 2006, 391-397

ISBN
953-6025-15-9

Skup
The 3rd International Customer Behavior and Retailing Research Conference - CIRCLE

Mjesto i datum
Zagreb, Hrvatska, 21.04.2006. - 22.04.2006

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Marketing Mix; Marketing Relationship Network; Valuable Customer Experience

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA