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From relationship marketing to total relationship marketing and beyond

From relationship marketing to total relationship marketing and beyond 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

From relationship marketing to total relationship marketing and beyond

Journal of Services Marketing , Volume 31 (1): 4 – Feb 13, 2017

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/JSM-11-2016-0398
Publisher site
See Article on Publisher Site

Abstract

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

Journal of Services MarketingEmerald Publishing

Published: Feb 13, 2017

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