Back to the Future: Divergence in Relationship Marketing Research  

Oleh:

Egan, John

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 3 no. 1 (Mar. 2003), page 145–157.
Topik: customer relationship management; marketing theory; relationship marketing
Fulltext: 145MT31.pdf (114.92KB)

Isi artikel

This paper suggests that there is a growing, if not permanent, divide in relationship marketing (RM) research between the holistic view of diverse organizational relationships and those who wish to return to a concentration on the customersupplier dyad. It charts the history of RM theory and the different perspectives that have enriched its development. Although it recognizes that the scope of RM research has always been an issue, it foresees uncertain consequences resulting from the breakup of relationship marketing’s traditional ‘broad-church’ approach. In particular, it considers whether, following any break-up, marketing’s research agenda will be poorer as a result.

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