Tom Duncan & Sandra E. Moriarty A Communication-Based iVIarketing iViodei for iVianaging Reiationships The authors propose a communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the "new" customer-focused marketing efforts. The authors trace recent parallel shifts in communication and marketing theory and show the intersections between communication and marketing. Although communication always has been a critical element…
Words 9955 - Pages 40