Title: The Past, Present and Future of Relationship Marketing
Title: The Past, Present and Future of Relationship Marketing
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Authors: Harker, Michael John (michael.harker@strath.ac.uk), Egan, John (j.egan@mdx.ac.uk
Subject: Marketing & CRM
Publish: 2006
Status: full text
Source: Journal of Marketing Management; Feb2006, Vol. 22 Issue 1/2, p215-242
پابگاه علمی مدیریت و حسابداری منبع: mba20.blog.ir
Abstract:
the light of the redefinition of "marketing" by the AMA in
service/relational terms, and a recent review of the current vector of
research in marketing (Littler and Tynan 2005), it seems an appropriate
time to provide a substantial review of the past, present and likely
future of what has become known as Relationship Marketing, together with
an extensive list of key RM literature. This paper will take a reader
through the origin, development and current state of RM research, with
notes on the future of the research and practice of RM. The paper
concludes that RM is here to stay, whether or not it is recognised as
the dominant logic/paradigm of marketing.
Keywords: Relationship Marketing, paradigm
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