Despite problems in defining relationship marketing, the subject is receiving increasing academic and practitioner attention. Instead of focusing on individual exchange transactions, students can benefit fiom a multi-disciplinary approach to the study of relationship marketing. Suggestions are made at a number of levels for including it in the marketing syllabus.
Get full access to this article
View all access options for this article.
References
1.
Anderson, James , and James Narus (1990). "A Model of Distributor Firm and Manufacturer Firm Working Partner. ship."Journal of Marketing, 64 (January): 42-68.
2.
Berry, Leonard L. (1983). "Relationship Marketing. In Emerging Perspectives of Services Marketing, edited by L. L. Berry, G. Lynn Shostack, and Gregory D. Upah. Chicago: American Marketing Association.
3.
Christopher, M. , A. Payne, and M. Ballantyne (1991). Relationship Marketing. London: Heinemann.
4.
Crosby, Lawrence , Kenneth R. Evans, and Deborah Cowles (1990). "Relationship Quality in Services Selling: An Interpersonal Influence Perspective."Journal of Marketing, 54 (July): 68-81.
5.
Cozby, Paul C. (1973). "Self-Disclosure: A Literature Review."Psychological Bulletin, 79 (January): 73-91.
6.
Dawson Lyndon E. , Barlow Soper, and Charles E. Pettijohn (1992). "Effects of Empathy on Salesperson Effectiveness."Psychology and Marketing, 9 (July-August): 297-310.
7.
Day, G. S. , and R. Wensley (1983). "Marketing Theory with a Strategic OrientationJournal of Marketing, 47 (Fall): 79-89.
8.
Derlega, V. J. , B. A. Winstead, P. T. Wong, and M. Greenspan (1987). "Self-Disclosure and Relationship Development: An Attributional Analysis." In Interpersonal Processes: New Directions in Communication Research, vol. 14, edited by Michael E. Roloff and Gerald R. Miller. London: Sage.
9.
Dwyer, F. R. , P. H. Schurr, and S. Oh (1987). Developing Buyer and Seller Relationships."Journal of Marketing, 51 (April): 11-27.
10.
Ebejer, James M. , and Michael J. Morden (1988). "Paternalism in the Market Place: Should a Salesman Be His Buyer's Keeper?"Journal of Business Ethics, 7 (May): 337-339.
11.
Greenberg, J. , and Hi Greenberg (1983). "The Personality of a Top Salesperson."Nation's Business, December: 30-32.
12.
Gummesson, E. (1991). "Market Orientation Revisited: The Role of the Part-time Marketer."European Journal of Marketing, 25 (2): 60-75.
13.
Hoffman, Martin L. (1987). "The Contribution of Empathy to Justice and Moral Judgement." In Empathy and its Development, edited by Nancy Eisenberg and Janet Strayer. Cambridge: Cambridge University Press.
14.
Houston, F. S. , and J. B. Gassenheimer (1987). "Marketing and Exchange."Journal of Marketing, 51 (October): 3-18.
15.
Jackson, B. (1985). Winning and Keeping Industrial Customers: The Dynamics of Customer Relations. Lexington, MA: Lexington Books.
16.
Kellerman, K. (1987). "Information Exchange in Social Interaction." In Interpersonal Processes: New Directions in Communication Research, vol. 14, edited by Michael E. Roloff and Gerald R. Miller. London: Sage.
17.
Lagace Rosemary R. , Robert Dahlstrom, and Julie B. Gassenheimer (1991). "The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry."Journal of Personal Selling and Sales Management, 4 (Fall): 39-47.
18.
Levitt, Theodore (1981). "Marketing Intangible Products and Product Intangibles."Harvard Business Review, 59 (May-June): 95-102.
19.
Levy, S. , and G. Zaltman (1975). Marketing, Society, and Conflict. Englewood Cliffs, NJ: Prentice—Hall.
20.
Lewis, Barbara R. (1991). "Service Quality: An International Comparison of Bank Customers' Expectations and Perceptions."Journal of Marketing Management7 (1): 47-62.
21.
Lovelock, C. H. (1983). "Classifying Services to Gain Strategic Marketing Insight."Journal of Marketing, 47 (Summer): 9-20.
22.
Marshall, R. A. B. , B. A. Palmer, and S. N. Weisbart (1979). "e Nature and Significance of Agent—Policyholder Relationships."CLU Journal, 33 (January): 44-53.
23.
McCarthy, E. Jerome , and William D. Perreault, Jr., eds. (1991). Essentials of Marketing. Homewood, IL: Irwin.
24.
National Center for Educational Statistics (1989). Survey of 1985-86 Recent College Graduates. Washington, DC: U.S. Department of Education.
25.
Pruitt, D. G. (1981). Negotiation Behavior. New York: Academic Press.
26.
Reichheld, Frederick F. (1993). "Loyalty Based Management."Harvard Business Review, 71 (2): 64-73.
27.
Reichheld, Frederick F. , and W. Earl Sasser, Jr. (1990). "Zero Defections: Quality Comes to Services."Harvard Business Review, 68 (5): 105-111.
28.
Rotter, J. B. (1967). "A New Scale for the Measurement of Interpersonal Trust."Journal of Personality, 35 (4): 651-665.
29.
Sager, J. K. , and G. R. Ferris (1986). "Personality and Salesforce Selection in the Pharmaceutical Industry."Industrial Marketing Management, 15: 319-324.
30.
Spiro, R. , and B. A. Weitz (1990). "Adaptive Selling: Conceptualization, Measurement, and Monological Validity."Journal of Marketing Research, 27: 61-69.
31.
Swan, J. E. , L. F. Trawick, and D. Silva (1985). "How Industrial Salespeople Gain Customer Trust."Industrial Marketing Management, 14 (August): 203-211.
32.
Williamson, O. (1975). Markets and Hierarchies: Analysis and Antitrust Implications. New York: Free Press.
33.
Zeithaml, V. A. (1981). "How Consumer Evaluation Processes Differ between Goods and Services." In Marketing of Services: Proceedings of the A.M.A.'s Special Conference on Services Marketing, edited by J. H. Donnelly and W. R. George. Chicago: American Marketing Association, pp. 186-190.
