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E. Gummesson, H. Kuusela, Elina Närvänen (2014)
Reinventing marketing strategy by recasting supplier/customer rolesJournal of Service Management, 25
R. Morgan, S. Hunt (1994)
The Commitment-Trust Theory of Relationship MarketingJournal of Marketing, 58
N. Lane, N. Piercy (2004)
Strategic customer management: designing a profitable future for your sales organizationEuropean Management Journal, 22
E. Gummesson, F. Polese (2009)
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C. Grönroos (1994)
Keynote paper From marketing mix to relationship marketing ‐ towards a paradigm shift in marketingManagement Decision, 35
Johanna Gummerus, Catharina Koskull (2015)
THE NORDIC SCHOOL - SERVICE MARKETING AND MANAGEMENT FOR THE FUTURE
Elina Närvänen, E. Gummesson, H. Kuusela (2014)
The collective consumption networkManaging Service Quality, 24
C. Grönroos (2012)
From Marketing Mix to Relationship MarketingManagement Decision, 32
D. Peppers, M. Rogers, Sanjit Sengupta (1993)
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PurposeThis paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing.Design/methodology/approachThis study is a discourse based on new theoretical developments, literature and personal reflection.FindingsRelationships, networks and interaction constitute the core of marketing.Research limitations/implicationsFuture focus on theory generation and complexity through case study research and not on fragmented quantitative surveys and hypotheses testing. When complexity is better understood, boil it down to actionable simplicity in the form of mid-range theory.Practical implicationsResearch in marketing is there to be used in real life; it is not an academic parlor game. The paper addresses complexity instead of shunning it, search for the core of marketing and offer simplification as mid-range theory (checklists, heuristics, etc.) and with focus on decisions, action and results.Originality/valueGoing from the current fragmented approach of marketing to a holistic and theory-based approach, linking theory with practice.
Journal of Services Marketing – Emerald Publishing
Published: Feb 13, 2017
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