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...

Purpose – This paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The guiding vision for most marketing professionals is customer orientation. Of course, reality is more complex...