Relationship marketing: Local implementation of a universal concept

Adrian J. Palmer

International Business Review, 1995, vol. 4, issue 4, 471-481

Abstract: Relationship marketing has been described as a new paradigm for the study of exchange. However, current interest in developing relationship marketing programs overlooks the existence of relational exchange as the dominant form of exchange in many of the world's economies. This paper discusses the nature of relational exchange and governance within a cross-cultural context and advises caution in the implementation of western style tactical relationship marketing activity in markets where relationships represent core cultural values.

Keywords: Relationship; Marketing; Exchange; Globalization (search for similar items in EconPapers)
Date: 1995
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