Abstract
Faced with a decline in advertising effectiveness, marketers have resorted to relationship marketing. This marketing school provides some theoretical foundations for how to market on the Internet. However, the Internet is not a mass market Marketers have to develop real human relations in this new multicultural environment.
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© 2015 Academy of Marketing Science
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Granered, E. (2015). Cross-Cultural Relationship Marketing in Hypermedia Environments. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_32
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DOI: https://doi.org/10.1007/978-3-319-17395-5_32
Publisher Name: Springer, Cham
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