Throwing the baby out with the bathwater?

Throwing the baby out with the bathwater? Looks at the dominance of relationship marketing (RM) in the current marketing debate and challenges some of the notions which appear to have grown up around the concept. In particular looks at a number of aspects of RM, which, despite the rhetoric, remain largely unsubstantiated. Examines the various claims of RM as a “new marketing paradigm”, whether it represents a united and cohesive force and if this is perceived as such by both academics and practitioners. Looks at the economic arguments underlying RM and whether they stand up to rigorous scrutiny and at consumers’ responses to relational strategies. Finally, questions the “satisfaction/loyalty/profit” hypothesis frequently suggested as the underlying model for RM. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Throwing the baby out with the bathwater?

Marketing Intelligence & Planning, Volume 19 (6): 10 – Nov 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500110405388
Publisher site
See Article on Publisher Site

Abstract

Looks at the dominance of relationship marketing (RM) in the current marketing debate and challenges some of the notions which appear to have grown up around the concept. In particular looks at a number of aspects of RM, which, despite the rhetoric, remain largely unsubstantiated. Examines the various claims of RM as a “new marketing paradigm”, whether it represents a united and cohesive force and if this is perceived as such by both academics and practitioners. Looks at the economic arguments underlying RM and whether they stand up to rigorous scrutiny and at consumers’ responses to relational strategies. Finally, questions the “satisfaction/loyalty/profit” hypothesis frequently suggested as the underlying model for RM.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Nov 1, 2001

Keywords: Relationship marketing; Customer satisfaction; Loyalty; Retention

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