International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064

Downloads: 50 | Views: 129

Review Papers | Communication Science | Portugal | Volume 9 Issue 12, December 2020 | Rating: 6.1 / 10

The Engagement between the Brand and the Customer: Relationship Marketing as the New Paradigm

Catarina Pimentel | Teresa Gouveia [2]

Abstract: This article aims to achieve a brief theoretical review about the evolution of marketing in its relationship with the consumer. To this end, some evolutive features of marketing are presented and the new consumer profile is approached. Finally, it refers the paradigm shift from transactional to relational marketing.

Keywords: Relationship Marketing, Brand, Consumer Profile, Digital Communication

Edition: Volume 9 Issue 12, December 2020,

Pages: 815 - 819

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