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The Evolution of Relationship Marketing Orientations

The Evolution of Relationship Marketing Orientations
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Copyright: 2015
Pages: 13
Source title: Customer Relationship Management Strategies in the Digital Era
Source Author(s)/Editor(s): Süphan Nasır (Istanbul University, Turkey)
DOI: 10.4018/978-1-4666-8231-3.ch002

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Abstract

There has been a shift in the business focus from transactional to relationship marketing. Companies have been increasingly implementing relationship-marketing practices in order to survive in highly competitive markets. The main objective of this chapter is to understand the emergence of the relationship-marketing orientations. This chapter starts with examining the marketing practices of the pre-industrial, industrial, and post-industrial periods with the purpose of demonstrating that relationship orientation in the post-industrial era is rebirth of marketing practices of the pre-industrial age. After outlining the factors that cause re-emergence of relationship orientation in the post-industrial era, the emergence of the relationship-marketing school of thought is briefly discussed. This chapter ends with comparing the transactional marketing practices with relationship marketing practices.

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