Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars To develop an effective theory of relationship marketing, it is necessary to understand what motivates consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer in subsequent choice situations This article draws on established consumer behavior literature to suggest that consumers engage in relational market behavior due to personal influences, social influences, and institutional influences Consumers reduce their available choice and engage in relational market behavior because they want to simplify their buying and consuming tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency and a state of psychological comfort They also engage in relational market behavior because of family and social norms, peer group pressures, government mandates, religious tenets, employer influences, and marketer policies The willingness and ability of both consumers and marketers to engage in relational marketing will lead to greater marketing productivity, unless either consumers or marketers abuse the mutual interdependence and cooperation

Relationship Marketing in Consumer Markets: Antecedents and Consequences:

”Coopetition” in Business Networks—to Cooperate and Compete Simultaneously

How should companies interact in business networks

It's all B2B…and beyond: Toward a systems perspective of the market

Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

On relationship marketing

The evolution of relationship marketing

Customer relationship management (CRM) has once again gained prominence amongst academics and practitioners. However, there is a tremendous amount of confusion regarding its domain and meaning. In this paper, the authors explore the conceptual foundations of CRM by examining the literature on relationship marketing and other disciplines that contribute to the knowledge of CRM. A CRM process framework is proposed that builds on other relationship development process models. CRM implementation challenges as well as CRM's potential to become a distinct discipline of marketing are also discussed in this paper.

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Customer Relationship Management: Emerging Practice, Process, and Discipline

PART ONE: DOMAIN, EVOLUTION AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES The Domain and Conceptual Foundations of Relationship Marketing - Atul Parvatiyar and Jagdish N Sheth Relationship Marketing - Adrian Payne The UK Perspective The IMP Perspective - H[accent]akan H[accent]akansson and Ivan Snehota Asset and Liability of Business Relationships Relationship Marketing - Christian Groenroos The Nordic School Perspective The Evolution of Relationship Marketing - Jagdish N Sheth and Atul Parvatiyar PART TWO: CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING Relationship Marketing of Services - Leonard L Berry Growing Interest, Emerging Perspectives Relationship Marketing in Consumer Markets - Jagdish N Sheth and Atul Parvatiyar Antecedents and Consequences Relationship Marketing and Distribution Channels - Barton A Weitz and Sandy D Jap An Integrated Model of Buyer-Seller Relationships - David T Wilson Strategic Alliances - P Rajan Vardarajan and Margaret H Cunningham A Synthesis of Conceptual Foundations Towards a Theory of Business Alliance Formation - Jagdish N Sheth and Atul Parvatiyar PART THREE: PARTNERING FOR RELATIONSHIP MARKETING Relationship Marketing in Mass Markets - C B Bhattacharya and Ruth N Bolton Membership Customers and Relationship Marketing - Thomas W Gruen Affinity Partnering - Vanitha Swaminathan and Srinivas K Reddy Conceptualization and Issues Relationship Marketing and Key Account Management - Joseph P Cannon and Narakesari Narayandas Horizontal Alliances for Relationship Marketing - David W Cravens and Karen S Cravens Supplier Partnering - John T Mentzer PART FOUR: ENABLERS OF RELATIONSHIP MARKETING Relationship Marketing and Marketing Strategy - Robert M Morgan The Evolution of Relationship Marketing Strategy within the Organization Organizing for Relationship Marketing - Ian Gordon Information Technology - Rajendra S Sisodia and David B Wolfe Its Role in Building, Maintaining and Enhancing Relationships Customer Profitability - Kaj Storbacka Analysis and Design Issues PART FIVE: TEACHING AND RESEARCH IMPLICATIONS OF RELATIONSHIP MARKETING Developing a Curriculum to Enhance Teaching of Relationship Marketing - Joseph P Cannon and Jagdish N Sheth Relationship Marketing - Jagdish N Sheth Paradigm Shift or Shaft?

Handbook of Relationship Marketing

The Domain and Conceptual Foundations of Relationship Marketing

Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a discipline.

Atul Parvatiyar

Papers

The evolution of relationship marketing

Customer Relationship Management: Emerging Practice, Process, and Discipline

Handbook of Relationship Marketing

The Domain and Conceptual Foundations of Relationship Marketing

Evolving Relationship Marketing into a Discipline