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Back to the Future: Back to the Future: The Era of Relationships
Linnéuniversitetet, Fakultetsnämnden för ekonomi och design, Ekonomihögskolan, ELNU.ORCID-id: 0000-0002-3055-1108
2012 (engelsk)Inngår i: 10th Annual International Conference on Business: Accounting, Finance, Management & Marketing / [ed] Gregory T. Papanikos, Athens, Greece: THE ATHENS INSTITUTE FOR EDUCATION AND RESEARCH , 2012, s. 112-125Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

Relationship marketing has been used to reflect a number of different types of relational marketing activity. Unfortunately, the precise meaning of relationship marketing is not always clear in the literature. The term relationship marketing has become a buzzword, with the concept being used to reflect a number of differing themes or perspectives, and has become a "catch-all" phrase. Relationship is based on the rediscovery of marketing as a cross functional approach, not as a departmental approach. Our research reveals that the philosophy of viewing marketing as a cross-functional approach or orientation is not a new discovery of the 1980s or 1990s. The paper also argue that, a company is not marketing a relationship because a relationship is not a commodity. It is a tool or a strategy that can be used when dealing with a customer. It is a tool like any other tool, such as price, quality, service and promotion, etc. A relationship orientation is a management philosophy. We, thus believe that it would be appropriate if we replace the concept relationship marketing with relationship management. This is not just a semantic point, it is an essential distinction which can be strategically significant for the long-term survival of the organization.

sted, utgiver, år, opplag, sider
Athens, Greece: THE ATHENS INSTITUTE FOR EDUCATION AND RESEARCH , 2012. s. 112-125
Emneord [en]
Back to the Future, Relationships, organisation, Marketing
HSV kategori
Forskningsprogram
Ekonomi, Marknadsföring
Identifikatorer
URN: urn:nbn:se:lnu:diva-22889ISBN: 978-960-9549-99-8 (tryckt)OAI: oai:DiVA.org:lnu-22889DiVA, id: diva2:576844
Konferanse
10th Annual International Conference on Business: Accounting, Finance, Management & Marketing 2-5 July 2012, Athens, Greece
Tilgjengelig fra: 2012-12-14 Laget: 2012-12-14 Sist oppdatert: 2016-05-03bibliografisk kontrollert

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