@inproceedings{5d1f1c2f396f4fadbcd5f046c08e9b1c,
title = "Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda",
abstract = "Marketing and marketing communications have changed dramatically over the past 50 years. This article traces the changes through a set of models, starting with Customer Marketing (CM) then Customer Relationship Marketing (CRM) and finally CN2, the Customer Networked/Negotiated system. Illustrative details are provided for each of the systems. Based on this evolution, a new academic/professional research agenda is proposed.",
author = "Schultz, {Don Edward} and Malthouse, {Edward Carl} and Doreen Pick",
year = "2017",
language = "English (US)",
isbn = "978-3319500065",
series = " Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
pages = "475--481",
editor = "Campbell, {Colin L}",
booktitle = "The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World",
}