This Article Full Text (PDF) All Versions of this Article: 0276146708327633v1 29/2/193    most recent References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Scopus Google Scholar Articles by Tadajewski, M. Articles by Saren, M. Social Bookmarking                         What's this?

Rethinking the Emergence of Relationship Marketing

University of Leicester, mt66{at}le.ac.uk

Michael Saren

University of Leicester

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.

Key Words: relationship marketing • history of marketing thought • reciprocity • transaction marketing

This version was published on June 1, 2009

Journal of Macromarketing, Vol. 29, No. 2, 193-206 (2009)
DOI: 10.1177/0276146708327633


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?