Relationship Marketing Logic

Abstract

In modern Western economic history, the industrial revolution and the evolution of scientific management helped society to achieve other important goals and turned relationship thinking into a secondary issue. A mass-market orientation and the establishment of the middle-man in distribution channels, as well as specialisation and the division of labour, became top priorities. The dominance of the highly management-oriented marketing mix approach to marketing from the 1960s onwards, has not allowed for a relationship perspective either. This article postulates six key aspects of a successfully implemented relationship marketing strategy: three strategic issues (service business orientation, process management perspective, partnership and network formation) and three tactical issues (direct customer contacts, customer databases, customer-oriented service system). Overall, relationship marketing is seen as a philosophy rather than a departmental function. A transition curve is described for getting from the second to the first.

Cite this

Christian Grönroos (1996). Relationship Marketing Logic. Asia-Australia Marketing Journal. https://doi.org/10.1016/s1320-1646(96)70264-2

@article{christian1996relationship,
  title  = {Relationship Marketing Logic},
  author = {Grönroos, Christian},
  year   = {1996},
  journal = {Asia-Australia Marketing Journal},
  doi    = {10.1016/s1320-1646(96)70264-2}
}

Citations in this library

Stored only when both papers are in the corpus — 190 citations exist upstream.

References

Cited by