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The past, present and future of relationship marketing

Egan, J. and Harker, M.J. (2006) The past, present and future of relationship marketing. Journal of Marketing Management, 22 (1). pp. 215-242. ISSN 0267-257X

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Abstract

In 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.

Item type: Article
ID code: 4466
Keywords: marketing, relationship marketing, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 19 Nov 2007
    Last modified: 12 Mar 2012 10:41
    URI: http://strathprints.strath.ac.uk/id/eprint/4466

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