Relationship marketing provides a new foundation for thinking, genuine change in values and ethics and a new logic that sees consumers as the prime drivers of the value creation process. It seems to have a lot to offer to social marketing, however, despite its potential, the social marketing field is responding slowly to relational thinking. This research demonstrates that relationship marketin...

Customer Relationship Management (CRM) has received an increasing amount of interest among scholars and practitioner in recent years. While some companies have received immense benefits from their investments, other companies have seen no bottom line improvements. One often-cited reason for high failure rates has been the cross-functional nature of CRM implementation. Two functions frequently i...

a r t i c l e i n f o Keywords: Market orientation International experience Global marketing strategy Performance High tech products This study considers the role of global marketing strategy and its relation to market orientation, international experience, and performance in the high tech products context. Knowledge of this important domain of global marketing strategy and performance remains ...