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The evolution of relationship marketing

Author

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  • 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
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    References listed on IDEAS

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    1. Spekman, Robert E., 1988. "Strategic supplier selection: Understanding long-term buyer relationships," Business Horizons, Elsevier, vol. 31(4), pages 75-81.
    2. A. W. Shaw, 1912. "Some Problems in Market Distribution," The Quarterly Journal of Economics, Oxford University Press, vol. 26(4), pages 703-765.
    3. 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.
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