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Online relationship marketing: evolution and theoretical insights into online relationship marketing
2019
Marketing Intelligence & Planning
Purpose The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing. Design/methodology/approach Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals. Findings This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present,
doi:10.1108/mip-04-2019-0232
fatcat:n3y6dhu74bajtmh4pcc5feiqhm