Rethinking the Emergence of Relationship Marketing

Rethinking the Emergence of Relationship Marketing

In this article, the history of relationship marketing (RM) is challenged. Similar to discussions of the marketing concept, the debates surrounding RM are largely ahistorical. This is despite numerous scholars indicating that RM has a far longer history than is currently appreciated. In contrast to...

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Veröffentlicht in:Journal of macromarketing 2009-06, Vol.29 (2), p.193-206
Hauptverfasser: Tadajewski, Mark, Saren, Michael
Format: Artikel
Sprache:eng
Schlagworte:
Brand loyalty
Competition
Decision making
Marketing
Profits
Relationship marketing
Studies
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container_title Journal of macromarketing
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creator Tadajewski, Mark
Saren, Michael
description In this article, the history of relationship marketing (RM) is challenged. Similar to discussions of the marketing concept, the debates surrounding RM are largely ahistorical. This is despite numerous scholars indicating that RM has a far longer history than is currently appreciated. In contrast to received wisdom that RM emerged in the late 1970s, it is demonstrated that RM themes have been present in the marketing literature for longer than is recognized by the contemporary scholars.
doi_str_mv 10.1177/0276146708327633
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subjects Brand loyalty
Competition
Decision making
Marketing
Profits
Relationship marketing
Studies
title Rethinking the Emergence of Relationship Marketing
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