The Influence of Marketing Communication on the Consumer’s Buyer Behavior – A Relationship Marketing Approach
The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the val...
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| Format: | Article |
| Language: | English |
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Sciendo
2015-04-01
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| Series: | Studies in Business and Economics |
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| Online Access: | https://doi.org/10.1515/sbe-2015-0013 |