How to use common marketing constructs correctly.

What is it about?

It looks at overlapping constructs in the field of marketing, specifically in the context of relationship marketing, and tries to find those constructs that are truly distinct.

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Why is it important?

This is an issue that affects all researchers. Many of the constructs that are commonly used have major overlaps, with others, and at times, can even be redundant. It is important for all researchers to be aware of this problem and find solutions where possible. We provide guidance on how to go about doing that.