Relationship marketing: old wine in a new bottle?
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چکیده
As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both marketing theory and practice. The purpose of this article is to investigate to what extent relationship marketing is founded on a solid and consistent theoretical basis so that it can be considered a new paradigm. The main contribution of the article is the integrative view of the origins, evolution and future of relationship marketing as well as the raise of some new insights that will be useful for continuing research in this field. In this regard, two important streams of research are examined and discussed – the Nordic School and the IMP Group – along with the contributions of the Anglo-Australian School and the relationship approach to branding. The main conclusion is that in spite of relationship marketing is being recognized as a major stream of research with greatest expression in the marketing field, it appears that it cannot yet be regarded as a new paradigm given the multiplicity of theoretical and methodological approaches.
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تاریخ انتشار 2011