In the new era it's a cliché to say that relations must precede the transaction.
The real gap is that customer loyalty process (stated goal of modern society) is not the purpose of the relations but an important of it.
Creating a to-dialectical relationship between parts that continues over time-is the goal of qualifying more mature and new marketing. A relationship born and continues, where it results in mutual benefits for both parties. "

Da “Societing,il marketing nella società postmoderna”