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market mix

1. Grnroos, C., "Quo Vadis, Marketing? Towards a Neo-Classical Marketing Theory", in Blomqvist, H.C., Grnroos, C. and Lindqvist, L.J. (Eds), Economics and Marketing. Essays in Honour of Gsta Mickwitz, Economy and Society, No. 48. Swedish School of Economics and Business Administration, Helsingfors, Finland, 1992, pp. 109-24.2. Sheth, J.N., Gardner, D.M. and Garrett, D.E., Marketing Theory: Evolution and Evaluation, Wiley, New York, NY, 1988.3. Jackson, B.B., "Build Customer Relationships That Last", Harvard Business Review, Vol. 63, November-December 1985, pp. 120-8.4. Gummesson, E., "The New Marketing - Developing Long-term Interactive Relationships", Long Range Planning, Vol. 20 No. 4, 1987, pp. 10-20. On the 15th day of AprilAt 1:00 P.M. class ofProductions Operation and Management BMGT 432Marketing From Marketing Mix to Relationship Marketing: Towards a Paradigm ShiftHas today's dominant marketing mix paradigm become a strait-jacket?...

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