@inbook{b8b6def395164881998975b8cb8bb3f4,
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.",
keywords = "Customer Relationship Management, Direct Marketing, Distribution Channel, Marketing Communication, Marketing System",
author = "Schultz, {Don Edward} and Malthouse, {Edward C.} and Doreen Pick",
note = "Publisher Copyright: {\textcopyright} 2017, Academy of Marketing Science.",
year = "2017",
doi = "10.1007/978-3-319-50008-9_126",
language = "English (US)",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "475--481",
booktitle = "Developments in Marketing Science",
}