interactivity and the idea that communication before, during, and after transactions can build or destroy important brand relationsbips {Duncan and Moriarty 1997; McKenna 1991; Peppers and Rogers 1993; Schultz et al. 1993; Zinkhan et al. 1996). In this article, we argue tbat the new generation marketing is best explained, understood, and accomplished with a communication-ba.sed model of relatitmsbip marketing. We show tbat (I) there are common theoretical roots of comniunication theory and marketing theory…
Words 9955 - Pages 40