Publication | Closed Access
Customer/Brand Loyalty in an Interactive Marketplace
154
Citations
7
References
2000
Year
Customer ExperienceCustomer SatisfactionDigital MarketingConsumer ResearchManagementConsumer BehaviorCustomer InvolvementCustomer RelationshipsRelationship MarketingConsumer Decision MakingInteractive MarketplaceMarketing TheoryPlanning MatrixMarketingCustomer LoyaltyInteractive MarketingBusinessTheory BaseMarketing ManagementMarketing InsightsMarketing Strategy
<h3>ABSTRACT</h3> The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A planning matrix is presented and illustrated with a case example.
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