Rethinking the Emergence of Relationship Marketing

Tadajewski, Mark and Saren, Michael (2009) Rethinking the Emergence of Relationship Marketing. Journal of Macromarketing, 29 (2). pp. 193-206.

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Abstract

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.

Author(s):Tadajewski, Mark and Saren, Michael
Item type:Article
ID code:33896
Keywords:relationship marketing , transaction marketing, reciprocity, history of marketing thought , Marketing. Distribution of products, Marketing
Subjects:Social Sciences > Commerce > Marketing. Distribution of products
Department:Strathclyde Business School > Marketing
Depositing user: Pure Administrator
Date deposited:20 Oct 2011 14:21
Last modified:25 Jan 2020 17:05
URI:https://strathprints.strath.ac.uk/id/eprint/33896
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