Total Relationship Marketing: Experimenting with a Synthesis of Research Frontiers

Abstract

This article examines theoretical contributions to a comprehensive relationship marketing concept, total relationship marketing. With reference to modern natural sciences and the new mathematics as well as social sciences, the author claims that interaction in networks of relationships constitutes both the essence of life itself and the essence of society. Marketing is myopic in just applying the perspective of its own discipline and not properly considering the context within which marketing operates. The article offers an overview of the contributions to total relationship marketing from traditional consumer goods marketing, services marketing, business marketing, total quality management, new organisation theory, and new accounting theory. The article is the outcome of inductive and theory-generating research.