In this paper I examine relationship marketing from an historical perspective. As a predominantly industrial marketing strategy, reciprocity was adopted by numerous organizations and discussed in detail by marketing scholars from the 1920s until the late 1970s, and these debates indicate that...

Across much of the developed and developing world the last few years have been marked by protest against institutions and corporations. Much has been said about the significance of these protests, indeed books broadly supportive of anti-corporate protest compete for ratings against management...

The purpose of this paper is to introduce a new qualitative method that is theoretically underpinned by cognitive anthropology. This research strategy is introduced to further advance the understanding of complex green consumer behavior – in this case life-cycle analysis. This paper examines...

As has been widely acknowledged, Keith's (196071. Keith , R.J. 1960 . The marketing revolution . Journal of Marketing , 24 ( 3 ) : 35 – 38 . [CrossRef], [Web of Science ®] View all references) paper that heralded the coming of the marketing revolution at Pillsbury has achieved seminal status...

This paper “eventalizes” the marketing concept and in doing so will highlight the value of detailed cross-source analysis in historical research. But more than this, it will not simply call upon canonical sources in relation to debates surrounding the marketing concept for the reason that...

Purpose – The purpose of this paper is to rethink the historical emergence of relationship marketing using the work of an early economics writer. Design/methodology/approach – The approach of the paper is a historical review. Findings – It is demonstrated that Eddy's major publication, The...

This four-volume collection is the only detailed survey of business-to-business marketing literature that captures the state of the discipline in its entirety. Business-to-business marketing is fast catching up with business-to-consumer marketing as a subject of study, and in recognition of its...

This four-volume collection is the only detailed survey of business-to-business marketing literature that captures the state of the discipline in its entirety. Business-to-business marketing is fast catching up with business-to-consumer marketing as a subject of study, and in recognition of its...

This four-volume collection is the only detailed survey of business-to-business marketing literature that captures the state of the discipline in its entirety. Business-to-business marketing is fast catching up with business-to-consumer marketing as a subject of study, and in recognition of its...

This four-volume collection is the only detailed survey of business-to-business marketing literature that captures the state of the discipline in its entirety. Business-to-business marketing is fast catching up with business-to-consumer marketing as a subject of study, and in recognition of its...