Reframing relationship marketing for consumer markets

Relationship Marketing in Mass Markets

Reframing critical marketing

In response to the guest editors’ call for the expansion of disciplinary space within marketing and consumer research, in this paper I offer an alternative conceptualisation of critical marketing knowledge. Rather than asking what is (or isn’t) critical marketing, instead I ask what is marketing knowledge for, critical or otherwise, and for whom? I use these questions to develop a framework thr...

Philosophising on the Elusiveness of Relationship Marketing Theory in Consumer Markets: A Case for Reassessing Ontological and Epistemological Assumptions

Relationship marketing in consumer markets came to the forefront of marketing in the 1990s. However, theory development in this area lags behind applications and prescriptions. We attribute this lack of development, in part, to researchers asking the wrong questions. A case is made for reassessing the epistemological and ontological assumptions about relationships in consumer markets. We argue ...

Consumer Ethics Research: Reframing the Debate about Consumption for Good

Consumer ethics is an underdeveloped specialism of business and marketing ethics, within which most publications have focused on bad rather than on good ethics, and on consumer dishonesty rather than on consumer idealism or consumer responsibility. This conceptual paper explores the latter perspective, and examines how we can seek to understand “consumer social responsibility” from perspectives...

designing the consumer behavior pattern in the internet markets for selecting the marketing strategy: iran home appliances industry.

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