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.

  • Item type:Article
    ID code:33896
    Dates:
    Date
    Event
    2009
    Published
    12 November 2008
    Published Online
    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:21 May 2021 02:39
    URI:https://strathprints.strath.ac.uk/id/eprint/33896
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