M.Comm. (Business Management) / Marketing as field of study has developed as a vibrant and evolutionary management function over a number of decades. In the 1950's the primary focus was on consumer goods. In the ensuing three decades industrial marketing, societal orientation and the marketing of services respectively, came to the fore. It is anticipated that relationship marketing will increasingly capture the attention of marketers in the 1990's. Relationship marketing addresses internal markets in the organisation, such as the personnel and jobs, suppliers, influencer markets, referral markets and customer markets. The focus in relationship marketing shifts from transaction marketing, as practised in the past, to long term relationships developing between the markets mentioned above (Christopher, 1991:9).The student holds the opinion that both relationship marketing and internal marketing have immense application potential in business on corporate and small business level. These concepts however, are still in the infancy stage with a low level of awareness amongst businessmen and entrepreneurs alike.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:3648 |
| Date | 05 February 2014 |
| Creators | De Jong, Theunis |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Johannesburg |
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