Resumen de A postmodern perspective to Relationship Marketing Strategy
A postmodern perspective is viewed as a fruitful methodology for rethinking the marketing discipline, especially the managerial school. The aim of the paper is to present the usefulness of a postmodern perspective in understanding how relationship marketing strategies have been influenced by conditions in a postmodern marketing environment. Research findings and conclusions from a study on Swedish retail grocery chains are presented within a postmodern marketing strategy framework.
