The past, present and future of relationship marketing

J. Egan, M.J. Harker

Research output: Contribution to journalArticle

100 Citations (Scopus)

Abstract

In the light of the redefinition of 'marketing' by the AMA in service/relational terms, and a recent review of the current vector of research in marketing (Littler and Tynan 2005), it seems an appropriate time to provide a substantial review of the past, present and likely future of what has become known as Relationship Marketing, together with an extensive list of key RM literature. This paper will take a reader through the origin, development and current state of RM research, with notes on the future of the research and practice of RM. The paper concludes that RM is here to stay, whether or not it is recognised as the dominant logic/paradigm of marketing.
Original languageEnglish
Pages (from-to)215-242
Number of pages27
JournalJournal of Marketing Management
Volume22
Issue number1
DOIs
Publication statusPublished - Feb 2006

Keywords

  • marketing
  • relationship marketing

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