Relationship Marketing and Organizational Relationships. The Theory and Practice, and Research Guidelines

      Аннотация: ‘Relationship Marketing’ has become the center of attention for researchers or scholars around the world. This topic has revealed the phenomenon of marketing in order to build the Customer Relationship Marketing. A discussion of relationship marketing from the study of Fast Moving Consumer Goods (FMCG) marketing theory, as well as strategic and business practices in general is available in this textbook. It covers Marketing Mix, Agency Theory, Channel Management, Consumer and Business Behavior, Human and Organizational Behavior in the Human Resource Management (HRM), the Organizational Relations. Students, as well as undergraduate and postgraduate students in the professional academic or business practice settings are expected to acquire theoretical understandings and conceptions, as: (1) the expanding knowledge of marketing and business management; (2) academic research director and practitioner; (3) reference to corporate management and marketing practices; (4) the development of student competence; (5) the provider of opportunities for entrepreneurial practice; and (6) the refreshing theories and conceptions to be adopted as material in the Training and Development Center.

Ключевые слова: Relationship marketing, Organizational Relationships, Marketing Mix, agency theory, channel management, Consumer and Business Behavior, Human and Organizational Behavior, Entrepreneurship, Marketing and Business, strategic management