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Relationship Marketing: concepts and challenges
Autor(es): Maria de Lurdes Sarmento, Minoo Farhagmehr, Cláudia Simões

Temas: Relationship Marketing

Resumo:
This article focuses on the origin of relationship marketing in contraposition to transactional marketing, considered the XX century dominant marketing paradigm, based on the marketing mix and on the functionalist school of marketing. The main differences between relationship and transactional marketing are systemized. Some definitions of relationship marketing are given and the circumstances that led to the development of the concept are discussed by looking at the two main research streams from where it emerged: the Nordic School of Services and the IMP – Industrial Marketing and Purchasing group.
Relationship marketing is argued in a dual perspective, but the network perspective that contemplates the context and the added relations where the partners of the dual relation are involved is also examined. Some concepts related with the application of relationship marketing are also presented such as the emphasis on the organizational resources and competences and the market
orientation as a philosophy of the whole organization. Finally, some challenges that relationship marketing has to face in order to be considered as a paradigm with aspirations to a possible general theory of marketing are discussed.
in rpm 24

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