Mapping the re‐engagement of CRM with relationship marketing

Purpose – This paper aims to reframe and enhance the relationship marketing literature through advocating an emphasis on process and a renewed commitment to social and informational exchanges.Design/methodology/approach – The paper is conceptual. It takes as its starting‐point the recognition that customers exist in complex dynamic systems in which they enact multiple roles. However, current implementations of customer relationship management (CRM) typically only view customers through a single lens (as customers) that denies firms a holistic view of those with whom they interact. Moreover, CRM systems typically embed and script actions (i.e. call centre options, offers driven by cross‐selling and segmentation) rather than enabling rich communication and facilitating appropriate responses that emerge from that communication. It is argued here that, as a consequence, both parties to a relationship need to negotiate the nature of systems that connect them, because those systems, in part, determine the conte...

[1]  J. Sheth,et al.  Relationship marketing in consumer markets: Antecedents and consequences , 1995 .

[2]  L. O’Malley,et al.  Relationships and technology: strategic implications , 2002 .

[3]  Douglas Brownlie,et al.  The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical , 1992 .

[4]  Jeffery A. Thompson,et al.  Database marketing and organizational learning theory: toward a research agenda , 1996 .

[5]  Ian Gordon.  Organizing for Relationship Marketing , 2000 .

[6]  James G. Barnes,et al.  Relationship Marketing and Sustained Competitive Advantage , 1998 .

[7]  Atul Parvatiyar,et al.  The Domain and Conceptual Foundations of Relationship Marketing , 2000 .

[8]  W. Reinartz,et al.  On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing , 2000 .

[9]  Robert C. Blattberg,et al.  Interactive Marketing: Exploiting the Age of Addressability , 1991 .

[10]  J. Desmond.  Marketing and the war machine , 1997 .

[11]  John Hagel,et al.  Real Profits from Virtual Communities , 1995 .

[12]  H. Håkansson,et al.  Developing relationships in business networks , 1995 .

[13]  S. Fournier,et al.  Preventing the premature death of relationship marketing. , 1998, Harvard business review.

[14]  J. Hagel,et al.  Net gain: Expanding markets through virtual communities , 1999 .

[15]  H. Wilson,et al.  Factors for Success in Customer Relationship Management (CRM) Systems , 2002 .

[16]  C. Grönroos,et al.  The value concept and relationship marketing , 1996 .

[17]  Rajendra S. Sisodia,et al.  Information Technology: Its Role in Building, Maintaining, and Enhancing Relationships , 2000 .

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

[19]  Warren Smith,et al.  Reconsidering the Relationship Analogy , 2000 .

[20]  M. Saren,et al.  Building relationship platforms in consumer markets: a value chain approach , 1997 .

[21]  Raymond McLeod,et al.  Customer Relationship Management: Integrating Marketing Strategy and Information Technology , 2002 .

[22]  C. Grönroos.  Quo Vadis, marketing? Toward a relationship marketing paradigm , 1994 .

[23]  Maurice Patterson,et al.  Direct marketing in postmodernity: neo‐tribes and direct communications , 1998 .

[24]  F. Dwyer,et al.  Developing Buyer-Seller Relationships: , 1987 .

[25]  A. Kellerman,et al.  The Constitution of Society : Outline of the Theory of Structuration , 2015 .

[26]  L. O’Malley,et al.  Beyond the frills of relationship marketing , 2004 .

[27]  J. Barnes.  Close to the customer: But is it really a relationship? , 1994 .

[28]  David A. Griffith,et al.  The Effects of Customer Relationships and Social Capital on Firm Performance: A Chinese Business Illustration , 2004 .

[29]  D. Ford.  Understanding business markets : interaction, relationships and networks , 1997 .

[30]  E. Gummesson.  Relationship marketing as a paradigm shift: some conclusions from the 30R approach , 1997 .

[31]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[32]  Dario Maio,et al.  A modular user-oriented decision support for physical database design , 1987 .

[33]  J. Hassard,et al.  Actor Network Theory and After , 1999 .

[34]  B. Latour.  Aramis, or the Love of Technology , 1993 .

[35]  Gerardine DeSanctis,et al.  Capturing the Complexity in Advanced Technology Use: Adaptive Structuration Theory , 1994 .

[36]  E. Gummesson.  Making Relationship Marketing Operational , 1994 .

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

[38]  B. Cova.  Community and consumption , 1997 .

[39]  L. O’Malley,et al.  Vanishing Point: The Mix Management Paradigm Re-Viewed , 1998 .

[40]  David Ballantyne,et al.  Internal networks for internal marketing , 1997 .

[41]  L. O’Malley,et al.  Exploring Direct Marketing , 1998 .

[42]  Richard D. Christy,et al.  Relationship marketing in consumer markets , 1996 .

[43]  W. Orlikowski.  Using Technology and Constituting Structures: A Practice Lens for Studying Technology in Organizations , 2000 .

[44]  L. Berry.  Relationship marketing of services—growing interest, emerging perspectives , 1995 .

[45]  Andrew McAfee,et al.  They Bought In. Now They Want to Bail Out , 2003 .

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

[47]  C. Tynan,et al.  The Utility of the Relationship Metaphor in Consumer Markets: A Critical Evaluation , 1999 .

[48]  D. Ford,et al.  Understanding Business Markets , 1997 .

[49]  Frederick F. Reichheld,et al.  The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value (Эффект лояльности: скрытая движущая сила роста, прибыли и постоянной ценности) , 1996 .

[50]  C. Tynan,et al.  Relationship marketing in consumer markets – Rhetoric or reality? , 2000 .

[51]  P. Blau.  Exchange and Power in Social Life , 1964 .

[52]  Emmanuella Plakoyiannaki,et al.  Customer relationship management: A capabilities portfolio perspective , 2002 .

[53]  David Shani,et al.  Exploiting Niches Using Relationship Marketing , 1992 .

[54]  Wanda J. Orlikowski,et al.  Information Technology and the Structuring of Organizations , 2011 .

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

[56]  Morten T. Hansen,et al.  What's your strategy for managing knowledge? , 1999, Harvard business review.

[57]  James A. Fitchett,et al.  A citizen's critique of relationship marketing in risk society , 2000 .

[58]  Mark Ritson,et al.  Reframing Ikea: commodity signs, consumer creativity and the social/self dialectic , 1996 .

[59]  Alan C.B. Tse,et al.  Relationship marketing the Chinese way , 2000 .

[60]  Debra Zahay,et al.  Understanding why marketing does not use the corporate data warehouse for CRM applications , 2003 .

[61]  L. O’Malley,et al.  Intimacy or Intrusion? The Privacy Dilemma For Relationship Marketing in Consumer Markets , 1997 .

[62]  Bill Donaldson,et al.  Strategic Market Relationships: From Strategy to Implementation , 2002 .

[63]  Neil Woodcock,et al.  CRM systems: Necessary, but not sufficient. REAP the benefits of customer management , 2002 .

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

[65]  Bernard J. Jaworski,et al.  Introduction to E-Commerce , 2001 .

[66]  Julian Johnson,et al.  Making CRM Technology Work , 2004 .

[67]  David T. Wilson,et al.  Business marketing : an interaction and network perspective , 1995 .

[68]  David T. Wilson.  An integrated model of buyer-seller relationships , 1995 .

[69]  Adrian Payne,et al.  Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing , 2001 .

[70]  Joseph P. Cannon,et al.  Buyer–Seller Relationships in Business Markets , 1999 .