Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Dec12-Article1-Relationship Marketing: An Overview
- Price : 80.00
- Published on March 24, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Relationship marketing prevalent in the pre-industrial era had to give way to transactional marketing in the post-industrial era. However, it has been staging a strong comeback for the past two decades, thereby making the circle complete. This article is an attempt to trace the re-emergence of relationship marketing - it presents the pros and cons of several theories and models elucidating this phenomenon and updates the readers with the literature that has surfaced in the last 20-25 years across the continents on the subject based on the research conducted during April - August 2011 . The future of Relationship Marketing (RM) and the existing disconnect between CRM (Customer Relationship Management) and RM has also been discussed in the present paper . As a chronicle that provides an overview of RM spanning a few centuries, this paper, it is hoped, would be a useful reference document for both researchers and practitioners of marketing.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.