Rethinking the Emergence of Relationship Marketing

Tadajewski, Mark; Saren, Michael

doi:10.1177/0276146708327633

Cited by 41 publications

(58 citation statements)

References 58 publications

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“…Tadajewski and Saren's (2009) paper on the historic development of relationship marketing supports our assumptions and, by implication, dismisses the claim for SDL to be a uniquely privileged logic of marketing, by demonstrating that relationship marketing (the forerunner logic to SDL) and goods oriented exchange marketing (PDL) have co-existed over a significant timespan. Holbrook's (1996Holbrook's ( , 1999 influential definition of consumer value cited in the opening paragraph substantiates our position on field-specific logics by implying that consumers' evaluative judgments are context-dependent and change from situation to situation.…”

mentioning

confidence: 68%

Consumer dominant value creation

Anker

Sparks

Moutinho

et al. 2015

European Journal of Marketing

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Abstract:Purpose: This paper discusses consumer driven value creation (value-in-use) across three different marketing logics: product dominant logic (PDL), service dominant logic (SDL) and consumer dominant logic (CDL). PDL conceptualises value as created by firms and delivered to consumers through products. SDL frames consumer value as a function of direct provider-consumer interaction, or consumer driven chains of action indirectly facilitated by the provider. Recently the research focus has been turning to consumer dominant value creation. While there is agreement on the significance of this phenomenon, there is disagreement over whether consumer dominant value creation is an extension of SDL or calls for a distinct CDL. The purpose of this paper is to provide an analysis of the ontological and semantic foundations of consumer dominant value creation to clarify the extent to which the call for a distinct CDL is justified.Approach: This is a conceptual paper, which is informed by five cases of consumer dominance. The cases are used to clarify rather than verify the analysis of the ontological and semantic underpinnings of consumer dominant value creation. Findings:The ontological and semantic analysis demonstrates that PDL and SDL have insufficient explanatory power to accommodate substantial aspects of consumer dominant value creation. By implication, this supports the call for a distinct CDL.Originality: This paper contributes to the ongoing theoretical debate over the explanatory power of SDL by demonstrating that SDL is unable to accommodate important ontological and semantic aspects of consumer driven value creation.

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mentioning

confidence: 68%

Consumer dominant value creation

Anker

Sparks

Moutinho

et al. 2015

European Journal of Marketing

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“…The term 'relationship marketing' seems to have been first used by Berry 1983(M. Tadajewski & Saren, 2008 and was defined as an attempt to "identify and establish, maintain, and enhance relationships with customers and other stakeholders, at a profit so that the objectives of all parties involved are met...by mutual exchange and fulfillment of promises" (Grönroos, 1994, p.4). Studies tasked with investigating the historical development of relationship marketing (e.g.…”

Section: Historical Rise Of Relationship Marketingmentioning

confidence: 99%

“…The more explicit academic contribution to marketing at the relational level can first be found in the work of Berry (1983) (Berry, 2002;Grönroos, 1994;Gummesson, 1994;M. Tadajewski & Saren, 2008;Mark Tadajewski, 2008).…”

Section: Historical Rise Of Relationship Marketingmentioning

confidence: 99%

“…It is important to note however that much of this work derives from relationship marketing in the B2C context, and that historical studies at the B2B level (e.g. Keep, Hollander, & Dickinson, (1998), Tadajewski & Saren, (2008) demonstrate the use of similar relational practices much earlier -from the 1880s onward. A historical investigation concerning pre-1970 literature in North America by Tadajewski & Saren (2009) concluded that although the concept of relationship marketing may be a relatively new development in marketing thought, in practice it is far from a new concept.…”

Section: Historical Rise Of Relationship Marketingmentioning

confidence: 99%

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Redefining B2B relationship marketing: Insight from postmodern Alibaba

Cockayne¹

2016

J. Cust. Behav.

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The cultural and philosophical movement of modernism has defined contemporary marketing knowledge, constructing a powerful narrative that has conceptually bound, yet semantically separated business to consumer (B2C) and business to business (B2B) marketing knowledge. Perceived paradigm shifts towards relationships, and the birth of relationship marketing are argued to be no more than an evolution of modern marketing, yet at the heart of relational constructs sit the very features modernism seeks to marginalise in the search for truth and establishment of power structures. Indeed, while B2C marketing has embraced postmodern thinking in consumer culture theory recently, relationship marketing at the B2B level remains conceptually hinged to modern marketing. Using the lens of the postmodern marketing literature, this conceptual paper investigates the rise of China's Alibaba, and uses this case as a vehicle to argue for relationship marketing knowledge to embrace postmodern thinking and redefine how it should advance in the future.

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“…Relationship marketing has evolved with the development of technology and informationorientated organisations that aim to deliver and communicate quicker and more efficiently (Hunt et al, 2006) with a focus on the customer and effective management of the relationship with them (Tadajewski & Saren, 2009). Grönroos (1994) highlighted important elements such as promises and trust as cornerstones in building long-term relationships as opposed to short-term transaction orientated exchanges.…”

Section: The Literature Reviewmentioning

confidence: 99%

A qualitative inquiry into customers' perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic

Strong¹,

Bolat²

2016

J. Cust. Behav.

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Author's BiographyJack Strong has recently completed his Business Studies degree in Bournemouth University. He joined the Panasonic Visual System Solutions team in 2013 and is planning to continue his marketing professional career in the B2B sector.Elvira Bolat is a Lecturer in Marketing at Business School, Bournemouth University. Her teaching covers courses on both undergraduate and postgraduate levels. Her research interests cover a digitisation of small and medium sized firms and its effect on service innovations practices. In the last six years she was specifically interested in exploring the value of mobile technology within the service innovations processes. She has an extensive interest in the Business to Business (B2B) Marketing research area, hence, Elvira is the acting Deputy Chair for the Academy of Marketing B2B Special Interest Group. AbstractBranding is a well-researched notion in the B2C environment but a concept unexplored in the B2B context. Conceptually, similar to B2C organisations digital communication via digital tools and devices allows B2B organisations experiencing benefits of exposing their brands to a wider audience. In reality questions of whether branding is purposeful in the This study explores branding in the B2B context using Panasonic as a case study, to consider the value of B2B branding from the B2B customer (buyer) perspective. Results indicate that B2B branding is of importance in the B2B context, in particular for an organisation such as Panasonic where reputation is a driving force of attracting new B2B customers and nurturing long-terms relationships with existing B2B customers. Moreover, this study concludes that whilst use of digital technologies enables portraying brand perceptions about Panasonic, digital technologies are yet to be fully embraced for the purpose of branding in the B2B context.

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Rethinking the Emergence of Relationship Marketing

Cited by 41 publications

References 58 publications

Consumer dominant value creation

Consumer dominant value creation

Redefining B2B relationship marketing: Insight from postmodern Alibaba

A qualitative inquiry into customers' perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic

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