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Relationship market...
Relationship marketing : Past, present, and future
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- Gummerus, Johanna (författare)
- Department of Marketing, CERS – Centre for Relationship Marketing and Service Management, Hanken School of Economics, Helsinki, Finland
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- von Koskull, Catharina (författare)
- Department of Marketing, University of Vaasa, Helsinki, Finland
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- Kowalkowski, Christian, 1978- (författare)
- Hanken School of Economics, Helsinki, Finland
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(creator_code:org_t)
- Emerald Group Publishing Limited, 2017
- 2017
- Engelska.
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Ingår i: Journal of Services Marketing. - : Emerald Group Publishing Limited. - 0887-6045. ; 31:1, s. 1-5
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https://liu.diva-por... (primary) (Raw object)
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Relationship marketing
- service marketing
- services marketing
Publikations- och innehållstyp
- vet (ämneskategori)
- art (ämneskategori)
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