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Journal articles (1997), Décisions Marketing, pp. 21-29

Vers un marketing relationnel et tribal : la transformation des opérateurs de télécommunications

LE NAGARD Emmanuelle , STEYER A.

Long considered as technology-oriented firms, telecommunication operators now discover the strategic role of customer relationship. The aim of the article is to use relationship marketing theory to see how it can help telecommunication operators to become real service companies, using a detailed example.

LE NAGARD, E. and STEYER, A. (1997). Vers un marketing relationnel et tribal : la transformation des opérateurs de télécommunications. Décisions Marketing, pp. 21-29.