The old, the new and the complicated: a trilogy of marketing relationships

Article


Healy, Marilyn, Hastings, Kathleen, Brown, Les and Gardiner, Michael. 2001. "The old, the new and the complicated: a trilogy of marketing relationships." European Journal of Marketing. 35 (1/2), pp. 182-193. https://doi.org/10.1108/03090560110363418
Article Title

The old, the new and the complicated: a trilogy of marketing relationships

ERA Journal ID19792
Article CategoryArticle
AuthorsHealy, Marilyn (Author), Hastings, Kathleen (Author), Brown, Les (Author) and Gardiner, Michael (Author)
Journal TitleEuropean Journal of Marketing
Journal Citation35 (1/2), pp. 182-193
Number of Pages13
Year2001
PublisherEmerald
Place of PublicationUnited Kingdom
ISSN0309-0566
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.

Keywordsmarketing management, marketing mix, networking, relationship marketing
ANZSRC Field of Research 2020350608. Marketing theory
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Byline AffiliationsFaculty of Business
Murdoch University
School of Management and Marketing
School of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
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