Lindgreen, Adam
[UCL]
Antioco, Michaël
[NA]
Relationship marketing emerged from a shift to a market orientated business climate focusing
on long-term relationships with customers, competitors, and other important influence
markets. In this perspective, many organisations are faced with new dilemmas since the
conduct of business on the Internet. Is Internet really supporting relationship marketing, or on
the contrary hindering it? In order to find some empirical support, we lead an interview with
a winery which has, both, online and offline activities. Indeed, the case study method is
adequate in order to extract key variables from real-life situations. The results testify of
Internet’s support activity to the development of relationships but its impossibility to create
credibility, trust and commitment without an offline organisation.
Bibliographic reference |
Lindgreen, Adam ; Antioco, Michaël. Relationship Marketing in the Internet Age. IAG - LSM Working Papers ; 02/45 (2002) 27 pages |
Permanent URL |
http://hdl.handle.net/2078/18256 |