Thinking about relationship marketing: where are we now?
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 1 December 2002
Abstract
Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this paper is to review the evolution of RM ideas. Definitional difficulties are sorted out, a typology of many of the relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing approach when management considers product/service, customer, and organization factors. The paper’s contribution is its comprehensiveness and up‐to‐date review of the evolution of core RM ideas.
Keywords
Citation
Rao, S. and Perry, C. (2002), "Thinking about relationship marketing: where are we now?", Journal of Business & Industrial Marketing, Vol. 17 No. 7, pp. 598-614. https://doi.org/10.1108/08858620210451118
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited