Relationship and Transactional Marketing Integration Aspects

There is no consensus among marketing scholars and practitioners regarding transactional and relationship marketing differences and correlations. Coviello, Brodie and Munro (1997) have sought to understand the nature of these phenomena and suggested an integrated approach towards a variety of marketing types. They created a classified scheme based on Europe and the US marketing schools‘ ideas’. By synthesizing various conceptual marketing approaches the scholars defined two main marketing perspectives (transactional and relationship) that incorporate four marketing types (transactional, database, interaction, and network). However this classification lack empirical evidence as very little research has been conducted to test it.

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