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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 of Business and Industrial Marketing – Emerald Publishing
Published: Dec 1, 2002
Keywords: Paradigms; Business‐to‐business marketing; Management
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