One peculiarity of relationship marketing is that the pioneers drew to some extent on theory; the motivation behind … relationship marketing being rooted in empirical observations and managerial problems, which highlighted the value added of … theories on the market and marketing. Early contributors, such as Arndt, perceived relationships as attempts to domesticate the …

Purpose – This paper aims to explore how the service‐dominant (S‐D) logic of marketing proposed by Vargo and Lusch … about the value‐in‐use of goods extends the time‐logic of marketing. The exchange concept is no longer transaction bound …

strategy into marketing programs is impeded. To be successful, segmentation must lead an organization through a process which … undertakes background analysis, determines strategy and develops marketing programs. However, there are a number of points at …

form of creative solutions to marketing and supply problems. In this way, mutual value in buyer‐supplier exchanges is …

article provides tentative answers to these questions from a relationship marketing perspective. In doing so the scope …, processes and technologies of relationship marketing are discussed and their knowledge content and potential outlined. Finally …, a conceptual framework for knowledge generation and dialogue in relationship marketing is proposed and directions for …

This article is about ongoing efforts to come to grips with the question: Does relationship marketing pay? The question … is discussed under the umbrella concept return on relationships. Much of what is being done in relationship marketing and … customer relationship management has a bearing on both business‐to‐business and business‐to‐consumer marketing, and on …

directors”) and completed by his successor in Hollywood, Tommy Lee. Offers some perspectives on what the future of marketing may … associated (rather humorous) terminologies. Notes some key questions for marketing theorists, such as: what are the appropriate … relationships between business disciplines and their philosophies; and how can marketing academia develop better relationships with …

between suppliers and automobile manufacturers as described in the extant relationship marketing theory, Case studies of the …

when marketing their products. Design/methodology/approach – A structural equation modelling procedure is applied to the … cyclical fluctuations, marketing orientation, and whether business cycles are explicitly taken into account when formulating … “long‐term” approaches to marketing management across cycles tended to attain superior performance. However, short …