This is a conceptual paper that discusses and presents a research project concerned with relationships and relationship marketing. The paper shows that the concept of relationship marketing is in the early stages of development, besides the huge amount of books written about the subject. We highlight that the boundaries of relationship marketing are permeable and elastic. Relationship marketing...

This paper examines the concept of authenticity as it applies to relationship marketing. The rationale for this paper is the belief that authenticity is a key variable to consider in the context of successful relationship marketing scholarly attention from business researchers scholars from other disciplines have engaged with authenticity are related to authenticity include trust, integrity and...

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 t...

the aim of this paper is to analyze the impact of modern political marketing tools on national cohesion. in this study, researchers sought to study the concept of these variables in case of recognizing the relationship between them. this study has been in done in 6th region of tehran. for collecting data, a survey method has been used which its construct and content reliabilities were tested. i...

Tomorrow’s marketing theory is best co-authored with its past, the history of marketing thought. The merits of this co-authoring are deeply rooted in the value this brings to marketing knowledge and the marketing discipline – conceptual, methodological, scientific and pedagogical value. The purpose of this contribution is to demonstrate the relationship between the history of marketing thought ...

INtrODUctION Since the early 1990s, relationship-oriented approaches to product and services marketing have gained increasing interest by research and practice. While the overall approach of managing customer interactions has been inherent to the ways of doing business ever since, the recent change from transaction-oriented to relationship-oriented marketing is typically considered as a major p...

Nowadays, belief in the criteria and conditions of interactions with an organization to promote customer relationships is somehow tied to the organizational performance, and its final goal is of great importance. In the literature on organizational behavior, this belief is defined as the “psychological contract”. The intention of this mixed research is to identify and discover the contents of p...