In this article, the history of relationship marketing (RM) is challenged. Similar to discussions of the marketing concept, the debates surrounding RM are largely ahistorical. This is despite numerous scholars indicating that RM has a far longer history than is currently appreciated. In contrast to received wisdom that RM emerged in the late 1970s, it is demonstrated that RM themes have been present in the marketing literature for longer than is recognized by the contemporary scholars
Much of the work in marketing literature has endeavored greatly to explore the prevailing transition...
This paper suggests that there is a growing, if not permanent, divide in relationship marketing (RM)...
The interest in relationships marketing has grown in recent years and is now beginning to take cente...
In this article, the history of relationship marketing (RM) is challenged. Similar to discussions of...
This paper presents an historical analysis of relationship marketing. We discuss the roots and the d...
In the light of the redefinition of 'marketing' by the AMA in service/relational terms, and a recent...
Abstract-- Relationship Marketing is emerging as a new phenomenon. However, relationship oriented ma...
Abstract. Relationship marketing has taken off over the past 10 years with a burst of vigour. Were r...
Purpose To provide a history of relational perspectives in marketing practice from the nineteenth t...
Relationship Marketing is emerging as a new phenomenon however, relationship oriented marketing pra...
Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was ...
Looks at the dominance of relationship marketing (RM) in the current marketing debate and challenges...
Much of the work in marketing literature has endeavored greatly to explore the prevailing transition...
Purpose: In a time when relationships have become recognized as an integral part of contemporary mar...
Purpose: In a time when relationships have become recognized as an integral part of contemporary mar...
Much of the work in marketing literature has endeavored greatly to explore the prevailing transition...
This paper suggests that there is a growing, if not permanent, divide in relationship marketing (RM)...
The interest in relationships marketing has grown in recent years and is now beginning to take cente...
In this article, the history of relationship marketing (RM) is challenged. Similar to discussions of...
This paper presents an historical analysis of relationship marketing. We discuss the roots and the d...
In the light of the redefinition of 'marketing' by the AMA in service/relational terms, and a recent...
Abstract-- Relationship Marketing is emerging as a new phenomenon. However, relationship oriented ma...
Abstract. Relationship marketing has taken off over the past 10 years with a burst of vigour. Were r...
Purpose To provide a history of relational perspectives in marketing practice from the nineteenth t...
Relationship Marketing is emerging as a new phenomenon however, relationship oriented marketing pra...
Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was ...
Looks at the dominance of relationship marketing (RM) in the current marketing debate and challenges...
Much of the work in marketing literature has endeavored greatly to explore the prevailing transition...
Purpose: In a time when relationships have become recognized as an integral part of contemporary mar...
Purpose: In a time when relationships have become recognized as an integral part of contemporary mar...
Much of the work in marketing literature has endeavored greatly to explore the prevailing transition...
This paper suggests that there is a growing, if not permanent, divide in relationship marketing (RM)...
The interest in relationships marketing has grown in recent years and is now beginning to take cente...
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