Relationship Marketing: Looking Back, Looking Forward  

Oleh:

Ballantyne, David ; Christopher, Martin ; Payne, Adrian

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 3 no. 1 (Mar. 2003), page 159–166.
Topik: chaos and complexity; knowledge generating pathways; networks; relationship marketing; theory development; value exchange
Fulltext: 159MT31.pdf (91.36KB)

Isi artikel

Relationship marketing has taken off over the past 10 years with a burst of vigour. Were relationships staring marketers in the face and were we too preoccupied to see them? We begin with a short historical perspective on the origins of relationship marketing. A discussion on future directions and theory development based around the concept of value exchange follows. A ‘view from the edge’ of chaos is then offered. We conclude that marketing as a discipline is forever changed.

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