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.
About: This article is published in Asia-Australia Marketing Journal.The article was published on 1994-08-01. It has received 2669 citations till now. The article focuses on the topics: Marketing management & Return on marketing investment.
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TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
Abstract: Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators
12,760 citations
TL;DR: A baker's dozen of researchable questions suggests some future directions for relationship marketing are discussed in this article, including targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders and building trust as a marketing tool.
Abstract: Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions.
3,195 citations
TL;DR: In this paper, a reduction in customer-perceived costs may be a most recommendable method of providing value to the customer, since, done properly, it can improve the internal cost efficiency as well.
Abstract: The value concept is a basic constituent of relationship marketing. The ability to provide superior value to customers is a prerequisite when trying to establish and maintain long‐term customer relationships. Stresses the fact that the underlying construct of customer satisfaction is more than a perception of the quality received. What must be taken into account as well is the customer’s need of quality improvements and his willingness to pay for it. From a relationship perspective these aspects are fundamental, since they are both related to the costs of the parties involved. Suggests that a reduction in customer‐perceived costs may be a most recommendable method of providing value to the customer, since, done properly, it can improve the internal cost efficiency as well. It is then possible to establish and maintain mutually profitable customer relationships, which is of prime concern in relationship marketing.
2,209 citations
TL;DR: In this article, the authors examined the relationship between tourism image and tourist experience quality, satisfaction, intention to return and willingness to recommend the destination, and found that tourism image is a direct antecedent of perceived quality, and satisfaction is a key factor in destination marketing.
1,732 citations
TL;DR: In this paper, a model of relationship maintenance is developed and propositions are presented regarding the antecedents and consequences of customers' relationship maintenance, and theoretical and practical implications of the paper are discussed.
1,637 citations
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Book•
01 Jan 1962
TL;DR: The Structure of Scientific Revolutions as discussed by the authors is a seminal work in the history of science and philosophy of science, and it has been widely cited as a major source of inspiration for the present generation of scientists.
Abstract: A good book may have the power to change the way we see the world, but a great book actually becomes part of our daily consciousness, pervading our thinking to the point that we take it for granted, and we forget how provocative and challenging its ideas once were-and still are. "The Structure of Scientific Revolutions" is that kind of book. When it was first published in 1962, it was a landmark event in the history and philosophy of science. And fifty years later, it still has many lessons to teach. With "The Structure of Scientific Revolutions", Kuhn challenged long-standing linear notions of scientific progress, arguing that transformative ideas don't arise from the day-to-day, gradual process of experimentation and data accumulation, but that revolutions in science, those breakthrough moments that disrupt accepted thinking and offer unanticipated ideas, occur outside of "normal science," as he called it. Though Kuhn was writing when physics ruled the sciences, his ideas on how scientific revolutions bring order to the anomalies that amass over time in research experiments are still instructive in our biotech age. This new edition of Kuhn's essential work in the history of science includes an insightful introductory essay by Ian Hacking that clarifies terms popularized by Kuhn, including paradigm and incommensurability, and applies Kuhn's ideas to the science of today. Usefully keyed to the separate sections of the book, Hacking's essay provides important background information as well as a contemporary context. Newly designed, with an expanded index, this edition will be eagerly welcomed by the next generation of readers seeking to understand the history of our perspectives on science.
36,808 citations
"From Marketing Mix to Relationship ..." refers background in this paper
...The shift is so dramatic that it can, no doubt, be described as a paradigm shift[21]....
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34,393 citations
Book•
01 Jan 1983
13,643 citations
Additional excerpts
...[89]) has been suggested by Grönroos[90]....
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10,771 citations