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Thinking about relationship marketing: where are we now?

Thinking about relationship marketing: where are we now? Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this paper is to review the evolution of RM ideas. Definitional difficulties are sorted out, a typology of many of the relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing approach when management considers product/service, customer, and organization factors. The paper's contribution is its comprehensiveness and up-to-date review of the evolution of core RM ideas. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business and Industrial Marketing Emerald Publishing

Thinking about relationship marketing: where are we now?

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References (76)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620210451118
Publisher site
See Article on Publisher Site

Abstract

Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this paper is to review the evolution of RM ideas. Definitional difficulties are sorted out, a typology of many of the relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing approach when management considers product/service, customer, and organization factors. The paper's contribution is its comprehensiveness and up-to-date review of the evolution of core RM ideas.

Journal

Journal of Business and Industrial MarketingEmerald Publishing

Published: Dec 1, 2002

Keywords: Paradigms; Business‐to‐business marketing; Management

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