Abstract
This paper reviews the implications of the move from transactional to relationship marketing in consumer markets, using theory and research grounded in business-to-business and service markets. It argues that in assuming a marriage-like relationship with multitudes of consumers simultanueously, contemporary marketers are placing too much emphasis on understanding an idealised relationship and too little on researching good marketing practice.
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O'Malley, L., Tynan, C. Reframing relationship marketing for consumer markets. J Direct Data Digit Mark Pract 2, 240–246 (2001). https://doi.org/10.1057/palgrave.im.4340094
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DOI: https://doi.org/10.1057/palgrave.im.4340094