RELATIONSHIP MARKETING, SERVICE COMPETITI ON AND CUSTOMER RELATIONSHIP ECONOMICS - TODAYS CHALLENGE

The author of this article gives an overview of recent developments in marketing. Changes in the environment, for example globalization of m arkets and the growing importance of partnerships and networks, have c hanged role of marketing. This development has had a considerably effe ct on marketing research. Today, the importance of service competition and relationship marketing has grown considerable. These ideas are, h owever, not new, but were partly ignored during the era of ''scientifi c management'' and marketing management.