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CHAPTER3
Relationshipmarketing
LISAO’MALLEYandCAROLINETYNAN
IntroductionGummesson,1987).Thisresultedinanewapproach
tomarketing,basedonthecreationandmainte-
nanceofrelationships,becomingpopular.This
Marketingasabodyofknowledgeandanaca-approach,knownasrelationshipm
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