Quo Vadis, marketing? Toward a relationship marketing paradigm

The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice. Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s.

[1]  E. Chamberlin.  The Theory of Monopolistic Competition , 1933 .

[2]  Joan Robinson,et al.  The Economics of Imperfect Competition. , 1933 .

[3]  Joan V. Robinson.  Economics of imperfect competition , 1969 .

[4]  David A. Revzan,et al.  Marketing : an institutional approach , 1948 .

[5]  J. W. Culliton.  The management of marketing costs , 1949 .

[6]  Pristeori eller parameterteori : studier omkring virksomhedens afsætning , 1955 .

[7]  Richard M. Clewett,et al.  Market Behavior and Executive Action , 1958 .

[8]  Gösta Mickwitz,et al.  Marketing and competition , 1959 .

[9]  P. Kotler,et al.  Marketing management : analysis, planning, and control , 1973 .

[10]  Neil H. Borden,et al.  The Concept of the Marketing Mix , 1964 .

[11]  Wroe Alderson,et al.  Marketing Behavior and Executive Action , 1978 .

[12]  Joseph Barry Mason,et al.  Modern retailing: Theory and practice , 1978 .

[13]  J. Arndt.  Perspectives for a theory of marketing , 1980 .

[14]  William H. Cunningham.  Marketing, a managerial approach , 1981 .

[15]  Mary Jo Bitner,et al.  Marketing Strategies and Organizational Structures for Service Firms , 1981 .

[16]  Kenneth L. Bernhardt,et al.  Comments on Christian Grönroos' Strategic management and marketing in the service sector , 1984 .

[17]  D. Cowell.  The marketing of services , 1984 .

[18]  Robert E. Spekman.  International marketing and purchasing of industrial goods: IMP Group, ed. Håkon Håkansson Wiley, Chichester (England), 1982 , 1984 .

[19]  J. Arndt,et al.  On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving , 1985 .

[20]  Barbara Bund,et al.  Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships , 1985 .

[21]  Lars-Gunnar Mattsson,et al.  Marketing Investments and Market Investments in Industrial Networks , 1985 .

[22]  Marketing Organisation: An Analysis of Information Processing, Power and Politics , 1985 .

[23]  R. Kent,et al.  Faith in four Ps: An alternative , 1986 .

[24]  J U Sterling,et al.  ESTABLISHING CUSTOMER SERVICE STRATEGIES WITHIN THE MARKETING MIX , 1987 .

[25]  Vaughan C. Judd,et al.  Differentiate with the 5th P: People , 1987 .

[26]  Pierre Eiglier,et al.  Servuction : le marketing des services , 1987 .

[27]  E. Gummesson.  The new marketing—Developing long-term interactive relationships , 1987 .

[28]  Relationship management is more than winning and dining. , 1988, The Journal of business strategy.

[29]  C. Grönroos.  Defining Marketing: A Market‐Oriented Approach , 1989 .

[30]  Gordon C. Bruner.  The Marketing Mix: Time for Reconceptualization , 1989 .

[31]  C. Grönroos.  Relationship approach to marketing in service contexts: The marketing and organizational behavior interface , 1990 .

[32]  F. F. Reichheld,et al.  Zero defections: quality comes to services. , 1990, Harvard business review.

[33]  M. J. Wolf,et al.  Relationship marketing: positioning for the future. , 1990, The Journal of business strategy.

[34]  Kevin J. Clancy,et al.  The marketing revolution: A radical manifesto for dominating the marketplace , 1991 .

[35]  A. Parasuraman,et al.  Marketing Services: Competing Through Quality , 1991 .

[36]  Regis McKenna,et al.  Relationship Marketing: Successful Strategies For The Age Of The Customer , 1991 .

[37]  C. Grönroos.  The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s , 1991 .

[38]  New marketing mix stresses service. , 1991, The Journal of business strategy.

[39]  Christophe Van den Bulte,et al.  The 4P classification of the marketing mix revisited , 1992 .

[40]  Philip Kotler,et al.  It's Time for Total Marketing , 1992 .

[41]  C. Grönroos.  Service Management and Marketing: Managing the Moments of Truth in Service Competition , 1992 .

[42]  C. Bulte,et al.  The 4P Classification of the Marketing Mix Revisited , 1992 .

[43]  Terry G. Vavra.  Aftermarketing: How to Keep Customers for Life Through Relationship Marketing , 1992 .

[44]  Martin Christopher,et al.  Relationship Marketing: Bringing Quality, Customer Service and Marketing Together , 1993 .