Firstly, we outline the essence of transactional and relationship marketing by putting them in contrast. Afterwards, we present analysis of the study, results of which clearly indicate the …

Firstly, we outline the essence of transactional and relationship marketing by putting them in contrast. Afterwards, we present analysis of the study, results of which clearly indicate the …

May 20, 2015 · Customer Engagement: Transactional vs. Relationship Marketing by Tereza Šonková, Monika Grabowska published in Journal of International Studies

Mar 31, 2025 · The evolution of relationship marketing represents a strategic shift towards a more holistic and customer-centric approach. By focusing on building lasting connections, …

Jul 24, 2025 · The chapter analyzes relationship marketing as a paradigm shift in marketing by considering the emergence of the concept in close connection with previous marketing …

In this paper the authors reflect critically on two decades of relationship marketing research and describe the stages and the factors supporting the enormous development of this marketing …

Technological advancements have enabled companies to embark on a direct shift from transactional marketing to relationship marketing, due to the improved ease of interaction …

Jan 19, 2022 · Against this background, this paper examines “relationship marketing” (RM) as a paradigm shift from the philosophical perspective of acquiring to retaining customers for …

This paper is concerned with choosing a best way for customers’ engagement, specifically we compare pros and cons of transactional and relationship marketing and provide relevant …

This paper is concerned with choosing a best way for customers’ engagement, specifically we compare pros and cons of transactional and relationship marketing and provide relevant …