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Back to the Future: Back to the Future: The Era of Relationships
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.ORCID iD: 0000-0002-3055-1108
2012 (English)In: 10th Annual International Conference on Business: Accounting, Finance, Management & Marketing / [ed] Gregory T. Papanikos, Athens, Greece: THE ATHENS INSTITUTE FOR EDUCATION AND RESEARCH , 2012, 112-125 p.Conference paper, Published paper (Refereed)
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.

Place, publisher, year, edition, pages
Athens, Greece: THE ATHENS INSTITUTE FOR EDUCATION AND RESEARCH , 2012. 112-125 p.
Keyword [en]
Back to the Future, Relationships, organisation, Marketing
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-22889ISBN: 978-960-9549-99-8 (print)OAI: oai:DiVA.org:lnu-22889DiVA: diva2:576844
Conference
10th Annual International Conference on Business: Accounting, Finance, Management & Marketing 2-5 July 2012, Athens, Greece
Available from: 2012-12-14 Created: 2012-12-14 Last updated: 2016-05-03Bibliographically approved

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Zineldin, Mosad

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf