Relationship Marketing: From Its Origins to the Current Streams of Research

Carlos Brito

FEP Working Papers from Universidade do Porto, Faculdade de Economia do Porto

Abstract: As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both marketing theory and practice. The purpose of this working paper is to offer a general overview of the roots of relationship marketing as well as of its conceptual background. In this regard, two important streams of research are examined and discussed – the Nordic School and the IMP Group – along with the contribution of the Anglo-Australian School and the relationship approach to branding.

Keywords: relationship marketing; transaction marketing; services; business-to-business marketing; distribution channels; branding (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 24 pages
Date: 2008-03
New Economics Papers: this item is included in nep-his, nep-hpe and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:por:fepwps:268

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