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Business-to-Business marketing. Authors:

By Maurizio Catulli and Jonathan Gander


The adoption of a relational perspective when designing and delivering a company’s marketing activities has become increasingly prevalent (De Wulf, 2001; Nancarrow et al, 2003; Lemon, et al, 2002). Though initially aimed at industrial and service markets (Grönroos, 1994) technological advances in database design and capability enabled firms to apply relationship management principles and practices to mass consumer markets (O’Malley and Tynan, 1998; Winer, 2001; Corner and Hinton, 2002). This widespread application needs to be viewed with a degree of caution, for, as O’Malley and Tynan (1998) observe, there has been a tendency to approach the relationship paradigm without sufficient critical analysis. This paper investigates the ability of the relational perspective, when placed against the idiosyncrasies of specific small to medium sized firms to inform the firm’s marketing activities. The central thesis of Relationship Marketing (RM) is that the arguably traditional approach to marketing based on distinct transactions (Kotler, 1972; Grönroos

Year: 2011
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