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The Evolution of Relationship Marketing Orientations

The Evolution of Relationship Marketing Orientations

Copyright: © 2015 |Pages: 13
ISBN13: 9781466682313|ISBN10: 1466682310|EISBN13: 9781466682320
DOI: 10.4018/978-1-4666-8231-3.ch002
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MLA

Süphan Nasır. "The Evolution of Relationship Marketing Orientations." Customer Relationship Management Strategies in the Digital Era, IGI Global, 2015, pp.25-37. https://doi.org/10.4018/978-1-4666-8231-3.ch002

APA

S. Nasır (2015). The Evolution of Relationship Marketing Orientations. IGI Global. https://doi.org/10.4018/978-1-4666-8231-3.ch002

Chicago

Süphan Nasır. "The Evolution of Relationship Marketing Orientations." In Customer Relationship Management Strategies in the Digital Era. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8231-3.ch002

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Abstract

There has been a shift in the business focus from transactional to relationship marketing. Companies have been increasingly implementing relationship-marketing practices in order to survive in highly competitive markets. The main objective of this chapter is to understand the emergence of the relationship-marketing orientations. This chapter starts with examining the marketing practices of the pre-industrial, industrial, and post-industrial periods with the purpose of demonstrating that relationship orientation in the post-industrial era is rebirth of marketing practices of the pre-industrial age. After outlining the factors that cause re-emergence of relationship orientation in the post-industrial era, the emergence of the relationship-marketing school of thought is briefly discussed. This chapter ends with comparing the transactional marketing practices with relationship marketing practices.

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