It is widely held that long‐term relationships between buyers and suppliers are beneficial for both parties. This view has become axiomatic in contemporary management. However, little empirical evidence exists to support the benefits of long‐ versus short‐term relationships. This study...

In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. It demonstrates the need for a marketing concept which allows a variety of approaches to marketing. The nature of a relationship approach to marketing...

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that...

Discusses the logic of the re‐emerging relationship approach to marketing and presents key strategic as well as tactical implications for a firm attempting to apply a relationship marketing strategy. Notes that major changes in the business philosophy may be required if relationship marketing...

A two‐part article developing the necessary activities for professional firms to compete and develop their business in the late 1990s. Focuses mainly on changing the emphasis from broad‐based marketing to its practical follow‐up via active selling. Introduces a number of concepts in Part I...

The second section of a two‐part article detailing the activities necessary for professional firms to compete and develop their businesses in the late 1990s. The main focus is on changing the emphasis away from broad‐based marketing to its practical follow‐up via active selling. Considers...

Stresses issues brought up in the first World Wide Web conference on relationship marketing. Based on research on relationship marketing going back to the early 1970s which resulted in the definition of 30 relationships in marketing ‐ the 30R approach. Brings up inconsistencies in marketing,...

Takes an in‐depth look at the meaning of trust in customer relationships by drawing from the economics and communications literatures, where researchers distinguish between concepts of trustworthiness and trusting behaviour. Develops a typology of trust based on whether a marketing entity is...

Brand equity, key to the evaluation of marketing performance, exists in the hearts and minds of consumers, and other marketplace players, but is largely assessed on the basis of observed behaviours. Such measures are typically relative (to other brands) ‐ e.g. market share and relative price...

Notes relationship marketing’s need for an overarching theory, suggesting the use of a formal value construct to meet this need. Points out that a broad, generic theory of value is needed and suggests that humanistic philosophy provides such a theory. Looks at various factors such as the basic...