Value Transformation in Relationship Marketing

11th Dec 2000
Based on the principle that customer value is a key concept in the marketing discipline, this paper presents a review and critique of current knowledge in this field. It develops the idea that value is located in the competitive and collaborative acts of the consumers and transformed by means of a dialogue in the relationships among the firm and its customers. The paper concludes with a number of suggestions for advancing our understanding of this critical area of the marketing discipline. This paper is supported by tables and diagrams and includes an extensive bibliography.

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