Relationship Marketing: An overview

Authors

  •   Shailendra Dasari Chaiperson, 3iCell IBS Business School 19/3, Srinivasa Industrial Estate, Kanakapura Road, Bengaluru-560062
  •   Rupa Gunaseelan Associate Professor, BSMED, Bharathiar University, Coimbatore-641046, Tamil Nadu

Keywords:

Transactional Marketing, Relationship Marketing, CRM.

Abstract

Relationship marketing prevalent in the pre-industrial era had to give way to transactional marketing in the post-industrial era. However, it has been staging a strong comeback for the past two decades, thereby making the circle complete. This article is an attempt to trace the re-emergence of relationship marketing - it presents the pros and cons of several theories and models elucidating this phenomenon and updates the readers with the literature that has surfaced in the last 20-25 years across the continents on the subject based on the research conducted during April - August 2011. The future of Relationship Marketing (RM) and the existing disconnect between CRM (Customer Relationship Management) and RM has also been discussed in the present paper . As a chronicle that provides an overview of RM spanning a few centuries, this paper, it is hoped, would be a useful reference document for both researchers and practitioners of marketing.

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Published

2012-12-29

How to Cite

Dasari, S., & Gunaseelan, R. (2012). Relationship Marketing: An overview. Indian Journal of Marketing, 42(12), 5–15. Retrieved from https://indianjournalofcapitalmarkets.com/index.php/ijom/article/view/37005

Issue

Volume 42, Issue 12, December 2012

Section

Articles

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