search query: @author Halinen, A. / total: 3
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| Author: | Halinen, A. Möller, K. |
| Title: | Relationship marketing theory: its roots and direction |
| Journal: | Journal of Marketing Management
2000 : JAN-APR, VOL. 16:1-3, p. 29-54 |
| Index terms: | Relationship marketing Theories |
| Language: | eng |
| Abstract: | The authors argue that some of the novelty and generality claims in current relationship-marketing (RM) propositions are inflated. On the basis of a conceptual analysis of the disciplinary roots of RM thinking, they argue that RM does not form a general theory of marketing, and that actually two types of relationship theory exist: Market-based, more consumer-oriented RM, and Network-based, more interorganisationally-oriented RM. |
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