The Relationship between Stakeholder Marketing and Reciprocity in Eastern Europe: A Conceptual Analysis
This conceptual paper deals with important implications of ‘reciprocity’ in marketing in emerging and developing business environments, such as Eastern Europe. In mature, developed, high income, business systems, both transaction and relationship based marketing have been well researched. We posit t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
International School for Social and Business Studies
2013-12-01
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| Series: | International Journal of Management, Knowledge and Learning |
| Subjects: | |
| Online Access: | http://www.issbs.si/press/ISSN/2232-5697/2_149-164.pdf |