Relational marketing: development, debates and directions

Research output: Contribution to journalArticlepeer-review

Abstract

Abstract: Relationship marketing (RM) is an umbrella term for a loose collection of ideas and concepts that emerged in different empirical contexts from the late 1970s. Informed by diverse research traditions, it represented at one and the same time an extension of existing ideas within marketing management and a very different way of thinking about marketing. Though cooperation has not been a core element of the marketing management lexicon, debates about cooperation and competition predate the 1970s. Moreover, re-engaging with relational perspectives raises important questions about managerial autonomy and about the utility of the market as a regulating force. The paper calls for the development of a more realistic theory of networks with inputs from both business and consumer marketing contexts.

Original languageEnglish
Pages (from-to)1220-1238
Number of pages19
JournalJournal of Marketing Management
Volume30
Issue number11-12
DOIs
Publication statusPublished - 1 Sep 2014
Externally publishedYes

Keywords

  • cooperation
  • managerial autonomy
  • market
  • markets-as-networks
  • mix-management paradigm
  • relationship marketing

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