As marketers develop new marketing strategies and as marketing scholars seek a new paradigm for the field, public relations perspectives may be preferred over traditional marketing perspectives. Given that public relations has a longer history in building relationships and corporate equity —...

In this article, dialogue is explored as an interactive process of learning together. This process is often spontaneous and unruly but bounded by a serious intent to reach mutual understanding. Also, the concept of relationship specific knowledge is introduced to explain how trust between...

An organization's ability to enjoy long‐term competitive advantage is closely related to its capacity for knowledge creation, dissemination and use. From a practical point‐of‐view the value of this statement could be increased if suggestions could be made to managers as to what kind of...

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...

An unconventional article based on an unfinished manuscript from the late Alan Smithee (“one of the great Hollywood directors”) and completed by his successor in Hollywood, Tommy Lee. Offers some perspectives on what the future of marketing may hold based on past metamorphic successes and...

This study aims to identify the presence of commitment, cooperation and interdependence, in the relations established between suppliers and automobile manufacturers as described in the extant relationship marketing theory, Case studies of the three biggest Brazilian automobile manufacturers were...

Purpose – To establish the best approaches that companies operating within a cyclical economic environment should adopt when marketing their products. Design/methodology/approach – A structural equation modelling procedure is applied to the examination of the influences on corporate...

Purpose – To investigate how supply‐chain partners can achieve collaboration under varying circumstances (transactional types) by developing trust‐based social foundations and by utilizing electronically mediated exchange. Design/methodology/approach – A conceptual framework illustrates...

Purpose – This study aims to test both customer and supplier performance benefits associated with closer relational exchanges in light of both resource and technological environmental contingencies. Design/methodology/approach – The research involved a survey of 1,170 managers in the pulp...

Purpose – In the years since Saxe and Weitz developed a scale to measure the selling orientation and customer orientation (SOCO) of a salesperson, research findings on the effect of SOCO on salesperson job performance have shown mixed results. This article aims to synthesize the findings from...