Relationship marketing during the nineties has become an accepted approach in marketing research. This type of marketing, however, consists of many different perspectives. Here, the network approach is covered. This perspective’s origin and its differences to the marketing management approach are discussed. It is concluded that the development of the network perspective was influenced by its Sw...

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...

Introduction 1. Globalization of Industries, Strategies, Firms and Marketing Activities 2. MNCs’ Marketing Activities: towards an integrated global Approach? 3. The Study 3.1 Research Questions and Methodology 3.2 Principal Findings 3.2.1 Italian MNCs and their Marketing Orientation 3.2.2 Means and Reasons for Implementing and Integrating Global Marketing Activities 3.2.3 The Correlation betwee...

Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial era led to a transactional focus of marketi...

Consumers’ understandings of marketing are related to their product attitudes or brand image formation. However, little empirical evidence exists of what marketing means to consumers. This study documents a new term called conceptions of marketing, which refers to the beliefs and understandings held by consumers about marketing. The purpose of this research is to investigate the variation in ho...

a r t i c l e i n f o Keywords: Relationship marketing Marketing theory Business networks General theory of marketing Middle-range theory Business marketing is a complex, multilayered, and dynamic social phenomenon that has been examined using a variety of theories from disciplines as diverse as economics and psychology. This theoretical evolution has led to a fragmented knowledge base. This ar...

1. Business Marketing: Nature and Uniqueness Industrial marketing or the new term, business marketing, is the marketing of goods and services to industrial customers for use, in turn, in their own production of goods and services. The marketing of business goods and consumer goods have two attributes in common: a purchase is the usual outcome of the process and the result derives from some deci...