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Relationship Marketing - Theoretical Consideration

Author

Listed:
  • Iacob Catoiu

    (Academy of Economic Studies of Bucharest Romania)

  • Mihai Tichindelean

    (‘Lucian Blaga‘ University of Sibiu Romania)

Abstract

The purpose of the paper is to propose a set of research perspectives for therelationship marketing theory. A comprehensive literature review is undertaken which entails threedifferent understandings of relationship marketing. First, relationship marketing is considered as amarketing strategy within the unifying theory of the service dominant logic. Second, relationshipmarketing is presented as the new understanding or paradigm of marketing. Third, relationshipmarketing theory is correlated and described in the context of postmodernism thought. For each ofthe three mentioned approaches, the authors propose several research issues that should articulatethe structure of relationship marketing theory.

Suggested Citation

  • Iacob Catoiu & Mihai Tichindelean, 2012. "Relationship Marketing - Theoretical Consideration," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(14), pages 1-31.
  • Handle: RePEc:alu:journl:v:2:y:2012:i:14:p:31
    as

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    File URL: http://oeconomica.uab.ro/upload/lucrari/1420122/31.pdf
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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Relationship Marketing; Paradigm; Service Dominant Logic; Postmodernism;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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