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  1. 1 Studia Ekonomiczne

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  1. 1 2014

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  1. 1 Chlipała P.

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Marketing relacyjny i marketing wartości - w kierunku paradygmatu zintegrowanego

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Chlipała P.
Studia Ekonomiczne
|
2014
|
vol. 182
11-19
EN
The paper presents an integrated look at two concepts of modern marketing: relationship marketing (partnership marketing) and value-based marketing (marketing based on value, value for customer, stakeholder value, customer value). There are presented problems of value in the relationship marketing concept. Next, the paper shows issues of relations in value-based marketing concept. Author came to the conclusion that it should be considered proposal of a common value-relational paradigm or enabling these problems to the conception of holistic marketing.
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