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Health and Fitness Marketing - The Role of Relationships and Trust

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Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The purpose for the study is to explore relationship marketing in the health and fitness sector with a special focus on trust. A qualitative study involving 15 health and fitness companies has been carried out. Important aspects of trust have been defined and a framework depicting the role of trust has been developed.

Keywords

  • Customer Relationship Management
  • Customer Relationship
  • Organisational Climate
  • Relationship Marketing
  • Market Knowledge

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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  • DOI: 10.1007/978-3-319-18687-0_29
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Sandell, M., Lagrosen, S. (2015). Health and Fitness Marketing - The Role of Relationships and Trust. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_29

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