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Relationship marketing Past, present, and future

Gummerus, Johanna, (författare)
Department of Marketing, CERS – Centre for Relationship Marketing and Service Management, Hanken School of Economics, Helsinki, Finland
von Koskull, Catharina, (författare)
Department of Marketing, University of Vaasa, Helsinki, Finland
Kowalkowski, Christian, 1978- (författare)
Hanken School of Economics, Helsinki, Finland
Ingår i: Journal of Services Marketing. - Emerald Group Publishing Limited. - 0887-6045. ; 31:1, s. 1-5
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  • Tidskriftsartikel (övrigt vetenskapligt)
Abstract Ämnesord
  • Purpose: In a time when relationships have become recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward.Design/methodology/approach: We had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, we invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions.Findings: Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not, and testing/deploying the learnings in new settings.Research limitations/implications: This special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified.Originality/value: To assess existent knowledge of relationship marketing is needed to take the field forward.


SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)


Relationship marketing
service marketing
services marketing

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