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. (https://doi.org/10.1177/0276146708327633)

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.

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• Item metadata

  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:	29 Sep 2022 01:16
  URI:	https://strathprints.strath.ac.uk/id/eprint/33896