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Articles (1189)

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1-10 of 1189 results for Relationship Marketing Theory

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Select article: The Commitment-Trust Theory of Relationship Marketing

Retricted access

Research article

First published 1994-7

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt

Journal of Marketing

Select article: Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories

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Research article

First published 1992-7

Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories

Mark Bergen, Shantanu Dutta, Orville C. Walker

Journal of Marketing

Select article: Philosophising on the Elusiveness of Relationship Marketing Theory in Consumer Markets: A Case for Reassessing Ontological and Epistemological Assumptions

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Research article

First published 2003-9

Philosophising on the Elusiveness of Relationship Marketing Theory in Consumer Markets: A Case for Reassessing Ontological and Epistemological Assumptions

Samir Shrivastava, Sudhir H. Kale

Australasian Marketing Journal

Select article: Digital Marketing Outsourcing Relationships Between SMEs and Service Providers: An Agency Theory Perspective

Open access

Research article

First published 2025-8

Digital Marketing Outsourcing Relationships Between SMEs and Service Providers: An Agency Theory Perspective

Karen Sutherland, Rory Mulcahy, Jacqueline Burgess [...]

Australasian Marketing Journal

Select article: The relationship between planning and the market from the perspective of property rights theory: A transaction cost analysis

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Research article

First published 2017-11

The relationship between planning and the market from the perspective of property rights theory: A transaction cost analysis

Aleksandar D Slaev

Planning Theory

Select article: Death of a metaphor: reviewing the `marketing as relationships' frame

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Other

First published 2008-06

Death of a metaphor: reviewing the `marketing as relationships' frame

Lisa O'Malley, Maurice Patterson, Helen Kelly-Holmes

Marketing Theory

Select article: A comment on the relationship between the history of marketing thought and the development of marketing theory

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Review article

First published 2011-12

A comment on the relationship between the history of marketing thought and the development of marketing theory

Eric H. Shaw

Marketing Theory

Select article: AI transforming B2C relationships and relational exchange theory

Open access

Research article

First published 2026

AI transforming B2C relationships and relational exchange theory

Aswo Safari

Marketing Theory

Select article: Why Attachment Security Matters

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Review article

First published 2011-8

Why Attachment Security Matters

Martin Mende, Ruth N. Bolton

Journal of Service Research

Select article: Gift giving in mass consumption markets

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Research article

First published 2017-1

Gift giving in mass consumption markets

Asaf Darr

Current Sociology

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