RELATIONSHIP MARKETING ORIENTATION IN A MULTI-CULTURAL ENVIRONMENT

An adoption of a relationship marketing approach requires major changes in attitudes among managers and other employees as well as fundamental structural changes in the way marketing is organised, planned and implemented. The relationship perspective in marketing challenges existing structures of mainstream marketing. Among other things, marketing is viewed more as a process than as a function. This project studies how managers in a number of different cultures perceive the need for and the magnitude of such attitudinal and structural changes.