Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the...

During the past quarter of a century, Asia has risen to become the world's factory. This trend has, however, coincided with the relative decline in value of manufacturing compared to other value adding activities, including R&D, design, and branding. This significant "value shift" has eroded the...

Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense...

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The agricultural age was characterized by the exchange of basic commodities through bazaars, while the exchange of goods (and increasingly, services) through shopping malls has defined the ageing industrial age. Though we are now well into the information age, we still lack a comprehensive...

Post-war advances in technology have changed the concept of marketing management considerably. The core of this change is the shift of emphasis from the firm to the buyer. In this survey article, the author reviews all the important approaches to understanding buying behavior and provides an...