'Relationship marketing' or is it 'relationships in marketing'? New opportunities and constraints

摘要

Developing relationships in marketing, in the sense of establishing and maintaining useful social and business contacts with customers and suppliers, is as old as trade itself. Yet the stabilising yet sometimes disruptive impact of business relationships was pushed to the edge of marketing thought and practice in the technology enabled mass-marketing epoch that accompanied the post 2nd WW economic recovery. The renaissance in relationship thinking arguably began in the 1970s. It took hold rather slowly.