Relationship Marketing as a Marriage

Adam Lindgreen, Roger Palmer and Michael Beverland

Chapter 12 in Marketing Metaphors and Metamorphosis, 2008, pp 172-182 from Palgrave Macmillan

Abstract: Abstract Until marketing emerged as a distinct business function between World War I and World War II, few economists had shown any interest in the behaviour of customers or the role of intermediaries. Throughout the 1950s and 1960s, however, the marketer came be to seen as a mixer of the 4Ps: product, price, place and promotion. The 4Ps framework – also known as transaction marketing – was to dominate marketing for the next many years (Lindgreen et al., 2004). Transaction marketing focuses on attracting new customers in a broad market or specific segment against a background of unfulfilled demand, and satisfies growing demand through the use of marketing techniques, portfolio analysis and the means of production.

Keywords: Supply Chain; Customer Relationship Management; Customer Relationship; Relationship Marketing; Relationship Market (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-22753-8_12

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230227538

DOI: 10.1057/9780230227538_12

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().