Ethos marketingu usług
Ethos of service marketing

Summary/Abstract: In the implementation process of the ethics into the economy, the important role plays the marketing, because marketing activities must be directly and well-oriented on the customer, not on production or material objects. Especially in service-organizations we may observe the first-hand influence of the marketing instrumentarium on the customer. By this reason the choice of the suitable version of the service marketing spells key-meaning. Author proves in his paper that relationship marketing (which is based on personal interactions) warrants the ethical dimension of the service relations.

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