Contemporary marketing practice: theoretical propositions and practical implications
TLDR
In this article, the authors identify some of the major factors causing the observed change in marketing practice and describe a classification scheme that is based on transaction marketing and relationship marketing, each of which is characterised using five marketing exchange dimensions and four managerial dimensions.Abstract:
Marketing has changed significantly since it first emerged as a distinct business and management phenomenon. We identify some of the major factors causing the observed change in marketing practice. We then describe a classification scheme that is based on transaction marketing and relationship marketing, each of which is characterised using five marketing exchange dimensions and four managerial dimensions. The two general marketing perspectives encompass five distinct types of marketing: transaction marketing, database marketing, e-marketing, interaction marketing, and network marketing. We consider real-life (mainly European) companies that have implemented these different marketing approaches. Finally, we deal with the pedagogical contributions including an examination of how it is possible for business schools to teach the subject of marketing from a relationship marketing perspective in such a way that the relevance and quality of teaching and research in relationship marketing is useful to students, faculty, and the business community.read more
Citations
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From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing
TL;DR: In this article, the authors discuss the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discuss how modern research into industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
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On relationship marketing
TL;DR: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing, and it is a new idea as discussed by the authors, it puts more emphasis on the long-term and satisfying relation between enterprises and customers.
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Relationship marketing and customer loyalty
TL;DR: In this paper, the impact of relationship marketing strategy on customer loyalty was examined and the authors concluded that trust, commitment, communication and conflict handling have a significant effect and predict a good proportion of the variance in customer loyalty.
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Relationship marketing research (1994‐2006)
TL;DR: The content analysis led to classification of literature into five mutually exclusive categories viz. objectives, defining constructs, instruments, industrial applications and issues, which revealed many other useful findings.
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Comprehension of relationship quality in the retail environment
Patrick Vesel,Vesna Zabkar +1 more
TL;DR: In this paper, the authors provide theoretical and empirical support that calculative and emotional commitment should be included as dimensions of relationship quality in addition to trust and satisfaction in the retail environment.
References
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The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
Journal Article
Zero defections: quality comes to services.
TL;DR: Defection rates are not just a measure of service quality; they are also a guide for achieving it; by listening to the reasons why customers defect, managers learn exactly where the company is falling short and where to direct their resources.
Book
Wellsprings of Knowledge: Building and Sustaining the Sources of Innovation
TL;DR: In this paper, Leonard-Barton illustrates the dimensions of the core capabilities along which all organizations must innovate: skills and knowledge base, physical systems, managerial systems, and values and norms of behavior.
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The Changing Role of Marketing in the Corporation
TL;DR: New organization forms, including strategic partnerships and networks, are replacing simple market-based transactions and traditional bureaucratic hierarchical organizations as discussed by the authors, and the historical market is changing with the emergence of new organization forms.
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How much does industry matter
TL;DR: In this article, the total variance in rate of return among FTC Line of Business reporting units was divided into industry factors (whatever their nature), time factors, factors associated with the corporate parent, and business-specific factors.