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Published since 2002
Frequency: 4 issues per year
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Issue 4, 2003

Kouchtch S. P. Comparative Analysis of the Main Approaches to the Theory of Relationship Marketing

This article deals with the analysis of roots of relationship marketing theory, modern understanding of this theory, presented by different schools of thought, place of relationship marketing in the general marketing theory. The article aims to find a systematization basis for this theory and to identify trends of its development.

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Released: Issue 3, 2017
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