Access the full text.
Sign up today, get DeepDyve free for 14 days.
R. Morgan, S. Hunt (1994)
The Commitment-Trust Theory of Relationship MarketingJournal of Marketing, 58
C. Grönroos
Service Management and Marketing
A. Lindgreen, Robert Davis, R. Brodie, Margo Buchanan-Oliver (2000)
Pluralism in contemporary marketing practicesInternational Journal of Bank Marketing, 18
L. Rosenberg, John Czepiel (1984)
A MARKETING APPROACH FOR CUSTOMER RETENTIONJournal of Consumer Marketing, 1
Lawrence Crosby, Nancy Stephens (1987)
Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance IndustryJournal of Marketing Research, 24
P.F. Drucker
Management: Tasks, Responsibilities, and Practices
R. Brookes (1988)
The New Marketing
M. Christopher, A. Payne, D. Ballantyne, L. Pelton (1993)
Relationship Marketing: Bringing Quality, Customer Service and Marketing Together
R. Brodie, N. Coviello, R. Brookes, Victoria Little (1997)
Towards a paradigm shift in marketing? An examination of current marketing practicesJournal of Marketing Management, 13
(1996)
Understanding Services
C. Grönroos (1994)
Quo Vadis, marketing? Toward a relationship marketing paradigmJournal of Marketing Management, 10
R. McKenna (1991)
Relationship Marketing: Successful Strategies For The Age Of The Customer
C. Gronroos (1994)
From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in MarketingAustralasian Marketing Journal, 2
I. Shapiro (1981)
Dictionary of marketing terms
U. Jüttner, H.P. Wehril
Relationship marketing from a value perspecitve
K. Krippendorff (1980)
Content Analysis: An Introduction to Its Methodology
P. Drucker, 齐 若兰, 那 国毅 (1954)
管理的实践=The practice of management
Edward Toomer, K. Bowen (1989)
Qualitative Methods in Management ResearchJournal of the Operational Research Society, 44
Annika Ravald, C. Grönroos (1996)
The value concept and relationship marketingEuropean Journal of Marketing, 30
P. Kotler (1972)
Marketing Management: Analysis, Planning, Implementation and Control
C. Grönroos
From marketing mix to relationship marketing: towards a paradigm
S. Rapp, T. Collins
The Great Marketing Turnaround
E. Gummesson
Relationsmarknadsföring: Från 4P till 30 R
R. Kolbe, Melissa Burnett (1991)
Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and ObjectivityJournal of Consumer Research, 18
C. Grönroos (1994)
Keynote paper From marketing mix to relationship marketing ‐ towards a paradigm shift in marketingManagement Decision, 35
Sofie waeyenberg, L. Hens (2008)
Crossing the bridge to poverty, with low‐cost carsJournal of Consumer Marketing, 25
Mosad Zineldin, B. Johannisson, Thomas Dandridge (1997)
Strategic relationship management : a multi-dimensional perspective : towards a new co-opetive framework on managing, marketing and organizing
(1992)
The marketing mix reconsidered
Mosad Zineldin (1998)
Towards an ecological collaborative relationship management A “co‐opetive” perspectiveEuropean Journal of Marketing, 32
J. Beckham (1991)
The new marketing.The Healthcare Forum journal, 34 5
E. Gummesson (1987)
The new marketing—Developing long-term interactive relationshipsLong Range Planning, 20
N. Borden (1964)
The Concept of the Marketing Mix
H. Assael (1985)
Marketing Management: Strategy and Action
James Fitchett, P. McDonagh (2000)
A citizen's critique of relationship marketing in risk societyJournal of Strategic Marketing, 8
P.F. Drucker
The Practice of Management
D. Sudharshan (1995)
Marketing Strategy: Relationships, Offerings, Timing &Resource Allocation
(1986)
Models for marketing planning and decision making
C. Grönroos (2000)
Service Management and Marketing: A Customer Relationship Management Approach
A. Payne (1995)
Advances in relationship marketing
P. Kotler, G. Armstrong (1983)
Principles of Marketing
Toivo Aijo (1996)
The theoretical and philosophical underpinnings of relationship marketing: Environmental factors behind the changing marketing paradigmEuropean Journal of Marketing, 30
J. Copulsky, M. Wolf (1990)
Relationship marketing: positioning for the future.The Journal of business strategy, 11 4
Mosad Zineldin (1995)
Bank‐company interactions and relationshipsInternational Journal of Bank Marketing, 13
N.H. Borden
The concept of marketing mix
D. Ford, H. Håkansson, J. Johanson (1986)
How Do Companies Interact
(1983)
Emerging Perspective on Service Marketing, American Marketing
General Electric Company
Annual Report
V. Judd (1987)
Differentiate with the 5th P: PeopleIndustrial Marketing Management, 16
E. McCarthy, W. Perreault, Pascale McCarthy, E. Jerome, Edmund Jerome (1978)
Basic marketing: A managerial approach
P. Kotler
Megamarketing
(2002)
It’s still the master key – marketers always will rely on transactional angle
L. Berry (1995)
Relationship marketing of services—growing interest, emerging perspectivesJournal of the Academy of Marketing Science, 23
D. Jobber
Principles and Practice of Marketing
(1982)
Marketing strategies and organization structure for service firms
Purpose – The purpose of this paper is to verify whether relationship marketing is a new paradigm that has replaced transactional marketing. Design/methodology/approach – A literature and empirical study indicated that relationship marketing is neither an invention of the late twentieth century, nor prevailing in practice. This suggested that rather than a complete paradigm shift, relationship marketing and transactional marketing are complementary. Through interviewing five Scandinavian companies about their marketing priorities, their mix of transactional and relationship marketing approaches was studied. Findings – The paper finds that no company exclusively used the relationship marketing approach. Some were merely utilizing the traditional marketing concept of 4Ps; others were blending a relationship and transactional marketing mix. Research limitations/implications – This is a limited study, which calls for further validating. Practical implications – The Kotlerism of the 4Ps is still dominating. Relationship concepts are utilized to some extent. A relationship strategy can be used as a supporting approach. Thus, there is need to blend relationship and transactional marketing mixes. Originality/value – The paper argues that the relationship marketing is not a paradigm shift; focus should be on relationship management, not marketing. The paper also shows the complementarities of relationship management and transactional marketing.
Journal of Consumer Marketing – Emerald Publishing
Published: Jul 3, 2007
Keywords: Relationship marketing; Marketing strategy; Marketing mix
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.