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Relationship Marketing in 2015:: A Delphi Approach

Author

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  • Bonnemaizon, Audrey
  • Cova, Bernard
  • Louyot, Marie-Claude

Abstract

Over the past twenty years, relationship marketing has represented a renaissance in marketing and even a paradigmatic change according to some. The shift has had uncertain effects, however, and its applications have faced some serious challenges. Questions are being asked about the future of relationship marketing by both academics and businesspersons. To answer these questions, we have devised a Delphi-type predictive survey of twelve European marketing experts, with the aim of producing one view of potential changes that may occur by the year 2015. The present paper categorises this view into four major themes. It also details the managerial implications of one of the themes based on the following key points: "the experience at the heart of relational approaches"; "new data generation"; and "working together with communities".

Suggested Citation

  • Bonnemaizon, Audrey & Cova, Bernard & Louyot, Marie-Claude, 2007. "Relationship Marketing in 2015:: A Delphi Approach," European Management Journal, Elsevier, vol. 25(1), pages 50-59, February.
    • Handle: RePEc:eee:eurman:v:25:y:2007:i:1:p:50-59
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    Citations

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    Cited by:

    1. Bardaji, Isabel & Mili, Samir, 2009. "Prospective Trends in Wine Export Markets – Expert Views from Spain," 2009 Conference, August 16-22, 2009, Beijing, China 51084, International Association of Agricultural Economists.
    2. Brettel, Malte & Strese, Steffen & Flatten, Tessa C., 2012. "Improving the performance of business models with relationship marketing efforts – An entrepreneurial perspective," European Management Journal, Elsevier, vol. 30(2), pages 85-98.
    3. Mili, Samir, 2016. "An Investigation into the Dynamics of EU Agricultural Imports from Mediterranean Partner Countries," 2016 International European Forum (151st EAAE Seminar), February 15-19, 2016, Innsbruck-Igls, Austria 244541, International European Forum on System Dynamics and Innovation in Food Networks.
    4. Eugenio POMARICI & Riccardo VECCHIO, 2013. "The Italian olive oil industry in the global competitive scenario," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 59(8), pages 361-372.
    5. Jui-Te Chiang & Chei-Chang Chiou & Shuh-Chyi Doong & I-Fang Chang, 2020. "Research on the Construction of Performance Indicators for the Marketing Alliance of Catering Industry and Credit Card Issuing Banks by Using the Balanced Scorecard and Fuzzy AHP," Sustainability, MDPI, vol. 12(21), pages 1-24, October.
    6. Pedeliento, Giuseppe & Andreini, Daniela & Veloutsou, Cleopatra, 2020. "Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities," Journal of Business Research, Elsevier, vol. 119(C), pages 481-494.
    7. Tynan, Caroline & McKechnie, Sally & Chhuon, Celine, 2010. "Co-creating value for luxury brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1156-1163, November.
    8. Joëlle Barthel & Jean-Pierre Baeyens, 2014. "Marketing as an evolving discipline: emerging paradigms and managerial implications," Working Papers CEB 14-023, ULB -- Universite Libre de Bruxelles.
    9. Agrebi, Meriem & Boncori, Anne Laure, 2017. "What makes a website relational? The experts' viewpoint," European Management Journal, Elsevier, vol. 35(5), pages 617-631.
    10. Jesús Cambra-Fierro & Iguácel Melero-Polo & F. Javier Sese, 2016. "Can complaint-handling efforts promote customer engagement?," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 847-866, December.
    11. Agostino Vollero & Maria Palazzo, 2015. "Conceptualizing content marketing: a delphi approach," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 25-44.

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