The Evolution of Relationship Marketing and the International Colloquia

Bliemel, Friedhelm; Eggert, Andreas; Fassott, Georg; Ballantyne, David

doi:10.1300/j366v03n04_01

Cited by 1 publication

(1 citation statement)

References 4 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This aligns with the tactical or marketing‐mix‐plus approach suggested by Palmer and Mattsson. According to the attitudinal perspective, the relationship is characterised not by the desire of the seller to achieve a transaction or series of transactions, but by the motivation to achieve a state of mutual acknowledgement that the relationship exists (Bliemel and Eggert, 1998). There is some empirical support for this view in the discussion of business‐to‐business loyalty schemes by Hart et al (1999) and of purchasing clubs by Liebermann (1999).…”

Section: Part One: the Past And Presentmentioning

confidence: 99%

Relationship marketing: schools of thought and future research directions

Palmer

Lindgreen

Vanhamme

2005

Marketing Intelligence &Amp; Planning

View full text Add to dashboard Cite

Critisised for not being adequate in many analytical and processual complex marketing situations, the conventional micro-economic framework is challenged. Relationship marketing has been proposed as a new paradigm in marketing. This paper discusses three different schools of thought in relationship marketing: the IMP group, the Nordic school, and the Anglo-Australian approach. Main components of each school are identified; different streams of research in relationship marketing are examined; and different relational exchange perspectives are considered. Moreover, two specific tools developed specifically to guide managers are examined. The second part of the paper sets out a number of directions for future research, including a bibliometric study to assess whether or not a consistent theory of relationship marketing exists, as well as an identification of contextual factors that are relevant for different marketing styles.

show abstract

Section: Part One: the Past And Presentmentioning

confidence: 99%