Some dangerous axioms of relationship marketing

REFERENCES

• Andersen, J.C. and Narus, J.A. (1990) A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing 54, 42-58.
   Google Scholar
• Barnes, J.G. (1994) Close to the customer: but is it really a relationship? Journal of Marketing Management, 10, 561-70.
   Google Scholar
• Bartels, R. (1986) Marketing: management technology or social process at the twenty-first century?, In G. Fisk (ed.) Marketing Management Technology as a Social Process, New York: Praeger Publishers pp. 30-42.
   Google Scholar
• Biais, K.J. (1996) Relationship marketing in organisational markets: when is it appropriate? Journal of Marketing Management, 12, 161-73.
   Google Scholar
• Brownlie, D. and Saren, M. (1992) The four Ps of the marketing concept: prescriptive, polemical, permanent and problematical. European Journal of Marketing, 26(4), 34-47.
   Google Scholar
• Christopher, M. (1996) Networks and logistics: managing supply chain relationships. Asia-Australia Marketing Journal, 4(1), 19-24.
   Google Scholar
• Day, G.S. (1992) Marketing's contribution to the strategy dialogue. Journal of the Academy of Marketing Science 20, 323-30.
   Google Scholar
• Deighton, J. and Grayson, K. (1995) Marketing and seduction: building exchange relationships by managing social consensus. Journal of Consumer Research 21, 660-76.
   Google Scholar
• Dwyer, F.R., Shcurr, P.H. and Oh, S. (1987) Developing buyer-seller relationships. Journal of Marketing 51, 11-27.
   Google Scholar
• Gronroos, C. (1990) Relationship approach to the marketing function in service contexts. Journal of Business Research 29(1), 3-12.
   Google Scholar
• Gronroos, C. (1991) The marketing strategy continuum: towards a marketing concept for the 1990s. Management Decision, 29(1), 7-13.
   Google Scholar
• Gronroos, C. (1994) From marketing mix to relationship marketing: towards a paradigm shift in marketing. Asia-Australia Marketing Journal 2, 9-22.
   Google Scholar
• Gummesson, E. (1987) The new marketing: developing long term interactive relationships. Long Range Planning 20(4), 10-20.
   Google Scholar
• Gummesson, E. (1994) Making relationship marketing operational. Service Industry Management 5(5), 5-20.
   Google Scholar
• Hazen, M. (1994) A radical humanist perspective of interorganisational relationships. Human Relations 47(4), 393-415.
   Google Scholar
• Hunt, S. (1994) On rethinking marketing: our discipline, our practice, our methods. European Journal of Marketing 28(3), 13-25.
   Google Scholar
• Morgan, R.M. and Hunt, S.D. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing 58, 20-38.
   Google Scholar
• Normarm, R. and Ramirez, R. (1993) From value chain to value constellation: designing interactive strategy. Harvard Business Review, 71, July-August 65-77.
   Google Scholar
• Pine, B.J., Peppers, D. and Rogers, M. (1995) Do you want to keep your customers forever? Harvard Business Review, 73, March-April 103-14.
   Google Scholar
• Rogers, E. (1983) Diffusion of Innovations, 3rd edn. New York: The Free Press.
   Google Scholar
• Sheth, J.N. and Parvatiyar, A. (1995a) Relationship marketing in consumer markets: antecedents and consequences. Journal of Ae Academy of Marketing Science 23(4), 255-71.
   Google Scholar
• Sheth, J.N. and Parvatiyar, A. (1995b) The evolution of relationship marketing. International Business Review 4(4), 397-418.
   Google Scholar
• Turnbull, P.W and Wilson, D.T. (1989) Developing and protecting profitable customer relationships. Industrial Marketing Management 18, 233-8.
   Google Scholar
• Tzokas, N. and Saren, M. (1996) Relationship marketing in consumer markets from the private to the communal. In W. Verbecke and B. Weitz (eds) The 1996 EIASM Seminar on Relationship Marketing in an Era of Hypercompetition. Rotterdam: EIASM, pp. 1-15.
   Google Scholar
• Tzokas, N. and Saren, M. (1997) Building relationship platforms in consumer markets a value chain approach. Journal of Strategic Marketing 5(2) 105-20.
   Google Scholar
• Webster, F. (1992) The changing role of marketing in the corporation. Journal of Marketing 56, 1-17.
   Google Scholar
• Woodruff, R.B. (1997) Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science 25(2), 139-53.
   Google Scholar