Boosting Total Relationship Marketing

Aykut, Arslan (2008): Boosting Total Relationship Marketing. Published in: Electronic Journal of Social Sciences , Vol. 7, No. 25 (July 2008): pp. 139-156.

Abstract

This paper explores the track of marketing, by referring to the literature, through the advancements in digitalized technological systems particularly Information Technologies (IT), the emergence of a more broadly educated and more discerning consumer with increasing discretionary spending and purchasing power, the adoption of Total Quality Management (TQM) as the biggest competitive issue of 1990s, the growth of the service economy, the increase of competitive intensity and its impact on customer retention, and finally from a production-oriented definition of marketing to customer-oriented one(transaction to relationships). Actually all these variables are considered to be the main drivers of Relationship Marketing (RM) that led the pathway to Total Relationship Marketing (TRM).

• Item Type: MPRA Paper
• Language: English
• Keywords: Relationship Marketing; Marketing; Total Quality Management; Total Relationship Marketing
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

References

Aijo, Toivo S. (1996). The Theoritical and Philosophical Underpinnings of Relationship Marketing: Environmental Factors Behind the Changing Marketing Paradigm [Electronic version]. European Journal of Marketing, Vol.2, pp.8-18. MCB University Press Ltd.

Berry, L. (1983). Relationship Marketing of Services: Growing Interest, Emerging Perspective [Electronic version]. Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 236-45.

Brodie, R., Coviello, R., Brookes, R. and Little, V. (1997). Towards a Paradigm Shift in Marketing? An Examination of Current Marketing Practices [Electronic version]. Journal of Marketing Management, Vol. 13, pp. 383-406.

Brown, J., Johnson, J. and Koenig, H. (1995). Marketing the Sources of Marketing Channel Power: A Comparison of Alternative Approaches [Electronic version]. International Journal of Research in Marketing, Vol. 12, pp. 333-54.

Buzzell, R. and Ortmeyer, G. (1995). Channel Partnerships Streamline Distribution. Sloan Management Review, Spring, pp. 85-96.

Crosby, L.A. and Evans, K.R.(1990). Relationship Quality In Services Selling: An Interpersonal Influence Perspective [Electronic version]. Journal of Marketing, Vol. 54, Issue 3, p68.

Dhanji, Al and Jablonski Andrezj. (2000). Retaining Online Customers. Retreived December 27, 2001, from http://e-business.pwcglobal.com/pdf/retainingonlinecustomers.pdf. Dwyer, F., Schurr, P. and Oh, S. (1987). Developing Buyer-Seller Relationships [Electronic version]. Journal of Marketing, Vol. 51, No. 2, pp. 11-27.

Easton, G. (1992). Industrial Networks: A Review. In Axelsson, B. and Easton, B. (Eds), Industrial Networks: A New View of Reality. Routledge, London.

Ford, D. (1990). Understanding Business Markets: Interaction, Relationships, and Networks. Academic Press.

Grönroos, Christian. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketig. Management Decision, Vol.32 No. 2. MCB University Press Ltd.

Grönroos, Christian. (1998). Marketing Services: The Case of a Missing Product [Electronic version]. Journal Of Business & Industrial Marketing, Vol. 13, No. 4/5, pp. 322-338. MCB University Press Ltd.

Gummesson, Evert. (1995). Why Relationship Marketing is a Paradigm Shift: Some Conclusions From the 30R Approach [Electronic version]. Management Decision, Vol.35, No.3-4. MCB University Press Ltd.

Gummesson, Evert. (1999). Return On Relationships (ROR): Building The Future With Intellectual Capital [Electronic Version]. Working Paper Presented at 2nd Www Conference on Relationshıp Marketing, 15th November 1999 - 15th February 2000. Retreived January 13, from http://www.mcb.co.uk/services/conferen/nov99/rm/paper5.html.

Hákansson, H. (Ed.) (1982). International Marketing and Purchasing of Industrial Goods: An Interactive Approach. John Wiley & Sons Ltd., Chicester.

Hallen, L., Johanson, J. and Mohamed, N. (1987). Relationship Strength and Stability in International and Domestic Industrial Marketing [Electronic version]. Industrial Marketing and Purchasing, Vol. 3, No. 2, pp. 22-37.

Holness, Gordon V.R. (2001). Achieving Quality: Using TQM and ISO [Electronic version]. Ashrea Journal. January Ed. Retrieved January 3, 2002, from http://ww.pub-serv.com/rs/ashrae.

Johanson, J. and Mattsson, L.G. (1985). Marketing Investments and Market Investments in Industrial Networks [Electronic version]. International Journal of Research in Marketing, Vol. 2, pp. 185-95.

Johanson, J. and Mattsson, L.G. (1988). Internationalization in Industrial Systems: A Network Approach. In Hood, N. and Vahlne, J. (Eds); Strategies in Global Competition. Croom Helm, London.

Kanji, Gopal K.and Wallace, William. (2000). Business Excellence Through Customer Satisfaction [Electronic Version]. Total Quality Management, Vol. 11, Issue 7, p.980.

Khalil, Omar E.M. and Harcar, Talha D. (1999). Relationship Marketing and Data Quality Management [Electronic version]. Advanced Management Journal, Vol.64, No:2, pp.26-33.

Lai, Kee-Hung. (1997). Total Quality Management and Marketing [Electronic version]. Total Quality Management, Vol.8, Issue 2/3. Taylor & Francis Ltd.

Lancaster, Geoff. (1996). Relationship Marketing. Retrieved January 4, 2002, from http://www.marketingmasters.co.uk/geoff/Relationship%20marketing%20handout.html.

Magrath, A.J. (1992). Chapter 6: Quality in Marketing: Putting the Customer First, Last, and Everywhere in Between. The Six Imperatives of Marketing. Amacom , pp.160-183.

Morris, D.S., Bradley, R., Lynch, Barnes and James E. (1999). Relationship Marketing Needs Total Quality Management. Total Quality Management, Vol.10, Issue 4/5, pp.659-665. Taylor & Francis Ltd.

Naudé, Pete and Buttle, Francis. (2000). Assessing Relationship Quality [Electronic version]. Industrial Marketing Management, No: 29 , pp. 351–361. Elsevier Science Inc.: New York.

Normann, R. and Ramirez, R. (1993). From Value Chain to Value Constellation: Designing Interactive Strategy. Harvard Business Review, July-August, pp. 65-77.

Parvatiyar, Atul and Sheth, Jagdish N. (1995). The Domain and Conceptual Foundations of Relationship Marketing. In Sheth, J.N./Parvatiyar, A (eds.): Handbook of Relationship Marketing. Thousand Oaks et al., 3-38.

Riley, Thomas B. (2000). Knowledge Management: An Evolving Discipline. A Paper for National Research Council Canada. Retrieved October 13, 2001, from http://www.rileyis.com.

Scott Morton, M. (1991). The Corporation of the 1990s, Information Technology and Organizational Transformation. Oxford University Press.

Sisodia, Rajendra S. and Wolfe, David B. (2000). Information Technology-Its Role in Building, Maintaining, and Enhancing Relationships. In Sheth, J.N./Parvatiyar, A (eds.): Handbook of Relationship Marketing. Thousand Oaks et al., 525-563.

Webster, Jr and Frederick, E. (1992). The Changing Role of Marketing in the Corporation [Electronic version]. Journal of Marketing, Vol. 56, October, pp. 1-17.

Yudelson, Julian. (1999). Adapting McCarthy’s Four P’s for the Twenty-First Century [Electronic version]. Journal of Marketing Education, Vol.21, Issue 1, p.60.

Zineldin, M. (1998). Towards an Ecological Collaborative Relationship Management: A Coopetive Perspective [Electronic version]. European Journal of Marketing, Vol. 32, No.11-12.

Zineldin, M., Johannisson, B. and Dandridge, T. (1997). Strategic Relationship Management: A Multi-dimensional Perspective. Almqvist & Wiksel International.

Zineldin, Mosad. (1999). Exploring the Common Ground of Total Relationship Management and Total Quality Management [Electronic version]. Management Decision, Vol.37, Issue 9, pp. 719-728. MCB University Press Ltd.

Zineldin, Mosad. (2000). Beyond Relationship Marketing: Technologicalship Marketing [Electronic version]. Marketing Intelligence and Planning, Vol.18, Issue 1, pp.9-23. MCB University Press Ltd.