Relationship marketing as a paradigm shift: some conclusions from the 30R approach

Evert Gummesson

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Corporate Governance and Management

Abstract

Stresses issues brought up in the first World Wide Web conference on relationship marketing. Based on research on relationship marketing going back to the early 1970s which resulted in the definition of 30 relationships in marketing ‐ the 30R approach. Brings up inconsistencies in marketing, among them the mix‐up between relationship marketing as a phenomenon and a term; values and ethics; practice versus theory and education; differences between Europe and the USA; and the ghost‐hunt for an unambiguous definition. Concludes that relationship marketing requires a dramatic change in marketing thinking and behaviour; it is a paradigm shift, not an add‐on to traditional marketing management.

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References

1995Developing relationships in business networks 1992Industrial networks: A new view of reality 1993Tracking the evolution of the services marketing literature 1984International marketing and purchasing of industrial goods 1994Making Relationship Marketing Operational 1997Understanding business markets : interaction, relationships and networks 1993Building a new academic field—The case of services marketing 1996An alternative view of relationship marketing: a framework for ethical analysis

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