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Relationship Marketing as a Marriage

In: Marketing Metaphors and Metamorphosis

Author

Listed:
  • Adam Lindgreen
  • Roger Palmer
  • Michael Beverland

Abstract

Until marketing emerged as a distinct business function between World War I and World War II, few economists had shown any interest in the behaviour of customers or the role of intermediaries. Throughout the 1950s and 1960s, however, the marketer came be to seen as a mixer of the 4Ps: product, price, place and promotion. The 4Ps framework – also known as transaction marketing – was to dominate marketing for the next many years (Lindgreen et al., 2004). Transaction marketing focuses on attracting new customers in a broad market or specific segment against a background of unfulfilled demand, and satisfies growing demand through the use of marketing techniques, portfolio analysis and the means of production.

Suggested Citation

  • Adam Lindgreen & Roger Palmer & Michael Beverland, 2008. "Relationship Marketing as a Marriage," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 12, pages 172-182, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-22753-8_12
    DOI: 10.1057/9780230227538_12
    as

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