Logo image
Back
The old, the new, and the complicated: a trilogy of marketing relationships
Journal article   Peer reviewed

The old, the new, and the complicated: a trilogy of marketing relationships

Marilyn Healy, Kathy Hastings, L Brown and Michael W Gardiner
European Journal of Marketing, Vol.35(1/2), pp.182-193
2001
DOI: https://doi.org/10.1108/03090560110363418
url
https://doi.org/10.1108/03090560110363418View
Published Version

Abstract

Commerce, Management, Tourism and Services relationship marketing networking marketing mix marketing management
The boundaries of relationship marketing have been discussed since relationship marketing was first investigated in the 1970s. Investigating these boundaries, this paper reviews the links between relationship marketing and network theory. Three main themes of marketing relationships are identified: relationship marketing, neo-relationship marketing and network theory. A framework is developed to allow for the positioning of these three themes of marketing relationships. While this framework has been developed in terms of a table, the intent is not to box theorists into neat positions but rather to develop an overall position statement for the three types of marketing relationships. Theorists can discuss marketing relationships depending on their position within the framework. Consequently, the framework allows for further development of relationship and neo-relationship marketing by offering better applications for the practitioner, and enhances understanding of network theory. Suggestions are offered for the integration of marketing relationships into the marketing curriculum and further implications for marketing research are discussed.

Details

Metrics

1 File views/ downloads
255 Record Views
Logo image