Question

Discuss the paradigm shift from ‘Transactional Marheting’ approach to ‘Relationship Marheting’.

Answer 1

Answer:

Proponents of relationship marketing as a paradigm shift to traditional marketing theories criticized the transactional nature of traditional marketing concept. ... The approach, relationship banking, was termed as “attracting, maintaining, and enhancing client relationships” (Berry, 1982, p. 6).