... 1988;Parasuraman, Zeithaml, and Berry 1988)•Value and supply chain management (Normannand Ramirez 1993; Srivastava, Shervani, andFahey 1999)•Resource management (Constantin and Lusch1994; Day ... “From Marketing Mix to RelationshipMarketing: Towards a Paradigm Shift in Marketing,” Asia-Australia Marketing Journal, 2 (August), 9–29.——— (2000), Service Management and Marketing: A CustomerRelationship ... majorareas such as customer and market orientation, services market-ing, relationship marketing, quality management, value and supplychain management, resource management, and network analysis.The...