Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Sheffield Hallam University, Sprache: Deutsch, Abstract: According to Godson (2011), relationship marketing is a "marketing approach that is based on networks, interactions and relationships." Morgan and Hunt (1994) propose that relationship marketing includes all marketing activities that aim at establishing, developing and maintaining successful relational exchanges. Gummesson (2008) defines relationship marketing as marketing that is "based on interactions within...