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| Author: | Gummesson, E. |
| Title: | Relationship marketing and imaginary organizations: A synthesis |
| Journal: | European Journal of Marketing
1996 : VOL. 30:2, p. 31-44 |
| Index terms: | NETWORKS MARKETING THEORY MARKETING ORGANIZATIONAL THEORY NORWAY SERVICE MARKETING |
| Language: | eng |
| Abstract: | This article explores dependency between new developments in organization theory and relationship marketing (RM), in which relationships, interaction and networks are focused. The article presents a theoretical discourse based on RM and it's emergence from traditional marketing, services marketing, the network approach of industrial marketing, and quality management; and research concerning imaginary organizations in which the organization consists of a network of relatioships between customers, suppliers, subcontractors, competitors and others, not being a structure with clear boundaries. The synthesis of imaginary organizations and RM gives a concept of complete marketing equilibrium, which includes the market and also the organization and society in a network of interactive relationship. |
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