The old, the new and the complicated: a trilogy of marketing relationships
Article
Article Title | The old, the new and the complicated: a trilogy of marketing relationships |
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ERA Journal ID | 19792 |
Article Category | Article |
Authors | Healy, Marilyn (Author), Hastings, Kathleen (Author), Brown, Les (Author) and Gardiner, Michael (Author) |
Journal Title | European Journal of Marketing |
Journal Citation | 35 (1/2), pp. 182-193 |
Number of Pages | 13 |
Year | 2001 |
Publisher | Emerald |
Place of Publication | United Kingdom |
ISSN | 0309-0566 |
1758-7123 | |
Digital Object Identifier (DOI) | https://doi.org/10.1108/03090560110363418 |
Web Address (URL) | https://www.emeraldinsight.com/doi/pdfplus/10.1108/03090560110363418 |
Abstract | The boundaries of relationship marketing have been discussed since relationship marketing was first investigated in the 1970s. Investigating these boundaries, this paper reviews the links between relationship marketing and network theory. Three main themes of marketing relationships are identified: relationship marketing, neo-relationship marketing and network theory. A framework is developed to allow for the positioning of these three themes of marketing relationships. While this framework has been developed in terms of a table, the intent is not to box theorists into neat positions but rather to develop an overall position statement for the three types of marketing relationships. Theorists can discuss marketing relationships depending on their position within the framework. Consequently, the framework allows for further development of relationship and neo-relationship marketing by offering better applications for the practitioner, and enhances understanding of network theory. Suggestions are offered for the integration of marketing relationships into the marketing curriculum and further implications for marketing research are discussed. |
Keywords | marketing management, marketing mix, networking, relationship marketing |
ANZSRC Field of Research 2020 | 350608. Marketing theory |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Faculty of Business |
Murdoch University | |
School of Management and Marketing | |
School of Management and Enterprise | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q0q3z/the-old-the-new-and-the-complicated-a-trilogy-of-marketing-relationships
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