IDEAS home Printed from https://ideas.repec.org/a/eee/iburev/v4y1995i4p397-418.html
   My bibliography  Save this article

The evolution of relationship marketing

Author

Listed:
  • Sheth, Jagdish N.
  • Parvatiyar, Atul

Abstract

Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial era led to a transactional focus of marketing. Now, due to technological advances, direct marketing is staging a comeback, leading to a relationship orientation. The authors contend that with the evolution of Relationship Marketing, the hitherto prominent exchange paradigm of marketing will be insufficient to explain the growing marketing phenomena of collaborative involvement of customers in the production process. An alternate paradigm of marketing needs to be developed that is more process rather than outcome oriented, and emphasizes value creation rather than value distribution.

Suggested Citation

  • Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
  • Handle: RePEc:eee:iburev:v:4:y:1995:i:4:p:397-418
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/0969593195000186
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. A. W. Shaw, 1912. "Some Problems in Market Distribution," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 26(4), pages 703-765.
    2. Adrian Room, 1987. "History of Branding," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, chapter 2, pages 13-21, Palgrave Macmillan.
    3. Spekman, Robert E., 1988. "Strategic supplier selection: Understanding long-term buyer relationships," Business Horizons, Elsevier, vol. 31(4), pages 75-81.
    4. Gronroos, Christian, 1990. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface," Journal of Business Research, Elsevier, vol. 20(1), pages 3-11, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sheth, Jagdish N. & Parvatiyar, Atul & Sinha, Mona, 2012. "The conceptual foundations of relationship marketing: Review and synthesis," economic sociology. perspectives and conversations, Max Planck Institute for the Study of Societies, vol. 13(3), pages 4-26.
    2. Aditya Shankar Mishra & Revti Raman Mishra, 2023. "Marketing Schools of Thought and Their Present Day Relevance," FIIB Business Review, , vol. 12(4), pages 351-361, December.
    3. Sjauw-Koen-Fa, August R. & Blok, Vincent & Omta, S.W.F. (Onno), 2016. "Critical Success Factors for Smallholder Inclusion in High Value-Adding Supply Chains by Food & Agribusiness Multinational Enterprise," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(1), pages 1-30, February.
    4. Kamiński Jacek, 2017. "Systemic Paradigm in the Tradition of Marketing Science," Economic and Regional Studies / Studia Ekonomiczne i Regionalne, Sciendo, vol. 10(4), pages 29-42, December.
    5. repec:wsi:acsxxx:v:21:y:2019:i:08:n:s1363919619500130 is not listed on IDEAS
    6. Maciej Mitrega, 2013. "Czy prosumpcja w dobie kryzysu to zjawisko jednowymiarowe? Eksploracja wsrod uzytkownikow portali spolecznosciowych. (Should we treat prosumption as one-dimensional phenomenon in the time of crisis? E," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 11(40), pages 40-53.
    7. Siguaw, Judy A. & Baker, Thomas L. & Simpson, Penny M., 2003. "Preliminary evidence on the composition of relational exchange and its outcomes: the distributor perspective," Journal of Business Research, Elsevier, vol. 56(4), pages 311-322, April.
    8. Hunt, Shelby D., 2019. "The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution," Journal of Business Research, Elsevier, vol. 95(C), pages 408-416.
    9. Tomás Escobar-Rodríguez & Rocío Bonsón-Fernández, 0. "Analysing online purchase intention in Spain: fashion e-commerce," Information Systems and e-Business Management, Springer, vol. 0, pages 1-24.
    10. Maia Seturi, 2024. "Exploring the importance of building strong customer relationships," Technology audit and production reserves, PC TECHNOLOGY CENTER, vol. 1(4(75)), pages 33-37, February.
    11. Per Erik Eriksson & Ossi Pesamaa, 2007. "Modelling procurement effects on cooperation," Construction Management and Economics, Taylor & Francis Journals, vol. 25(8), pages 893-901.
    12. Artz, Kendall W. & Brush, Thomas H., 2000. "Asset specificity, uncertainty and relational norms: an examination of coordination costs in collaborative strategic alliances," Journal of Economic Behavior & Organization, Elsevier, vol. 41(4), pages 337-362, April.
    13. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    14. Chao Wang & Ilaria Dalla Pozza, 2014. "The antecedents of customer lifetime duration and discounted expected transactions: Discrete-time based transaction data analysis," Working Papers 2014-203, Department of Research, Ipag Business School.
    15. Ramendra Singh, 2008. "Trust and Distrust in Salesperson–Supervisor Dyadic Relationship and Its Impact on Sales Performance," Global Business Review, International Management Institute, vol. 9(1), pages 101-113, June.
    16. Joshi, Ashwin W. & Arnold, Stephen J., 1998. "How relational norms affect compliance in industrial buying," Journal of Business Research, Elsevier, vol. 41(2), pages 105-114, February.
    17. Kim, Bowon, 2000. "Coordinating an innovation in supply chain management," European Journal of Operational Research, Elsevier, vol. 123(3), pages 568-584, June.
    18. Ndubisi, Nelson Oly, 2012. "Mindfulness, reliability, pre-emptive conflict handling, customer orientation and outcomes in Malaysia's healthcare sector," Journal of Business Research, Elsevier, vol. 65(4), pages 537-546.
    19. O. C. Ferrell, 2018. "Marketing’s identity crisis: it’s complicated," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 30-38, June.
    20. M. Balaji, 2015. "Investing in customer loyalty: the moderating role of relational characteristics," Service Business, Springer;Pan-Pacific Business Association, vol. 9(1), pages 17-40, March.
    21. M. Bensaou & Erin Anderson, 1999. "Buyer-Supplier Relations in Industrial Markets: When Do Buyers Risk Making Idiosyncratic Investments?," Organization Science, INFORMS, vol. 10(4), pages 460-481, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:iburev:v:4:y:1995:i:4:p:397-418. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.