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Relationship marketing defined? An examination of current relationship marketing definitions

Relationship marketing defined? An examination of current relationship marketing definitions Attempts to define “relationship marketing” have been varied and many, neatly reflecting the diverse academic and socio‐political backgrounds of RM scholars. This paper lists 26 such definitions, collected as a by‐product of a literature review. Presented alongside this resource are the results of applying a content‐analysis‐based methodology to these definitions. These results suggest that seven RM “constructs” enjoy general support. In a discussion of this, it is concluded that any integration of disparate RM theories implied by these findings is at best superficial and at worst misleading. It is further suggested that “true” and complete integration of RM theory must wait until a coherent understanding of these fundamental concepts has been developed. From the 26 definitions listed, one is judged as being more comprehensive and generally acceptable, and a new definition is presented as an inducement to further discussion. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Relationship marketing defined? An examination of current relationship marketing definitions

Marketing Intelligence & Planning , Volume 17 (1): 8 – Feb 1, 1999

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509910253768
Publisher site
See Article on Publisher Site

Abstract

Attempts to define “relationship marketing” have been varied and many, neatly reflecting the diverse academic and socio‐political backgrounds of RM scholars. This paper lists 26 such definitions, collected as a by‐product of a literature review. Presented alongside this resource are the results of applying a content‐analysis‐based methodology to these definitions. These results suggest that seven RM “constructs” enjoy general support. In a discussion of this, it is concluded that any integration of disparate RM theories implied by these findings is at best superficial and at worst misleading. It is further suggested that “true” and complete integration of RM theory must wait until a coherent understanding of these fundamental concepts has been developed. From the 26 definitions listed, one is judged as being more comprehensive and generally acceptable, and a new definition is presented as an inducement to further discussion.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Feb 1, 1999

Keywords: Marketing concepts; Marketing research; Marketing theory; Relationship marketing

References