Relationship marketing provides a new foundation for thinking, genuine change in values and ethics and a new logic that sees consumers as the prime drivers of the value creation process. It seems to have a lot to offer to social marketing, however, despite its potential, the social marketing field is responding slowly to relational thinking. This research demonstrates that relationship marketin...

 Purpose: This paper proposes to incorporate marketing and management relational theories under the umbrella of the ecosystem theory. The ecosystem theory apprehends relational phenomena integrating the micro, mezzo and macro of an open system and considers the ethical and sustainable elements for its equilibrium  Design/methodology/approach: This paper proposes an integrative literature revi...

In recent years, the concept of relationship benefits has attracted increasing attention among marketing researchers and practitioners. Despite a growing body of literature in this area, no generally accepted integrative structure model and outcome model have emerged from the marketing literature. The present paper uses data mining to investigate the structure of relationship benefits based on ...

This research examines the effects of marketing strategies, which are adopted by firms, from a consumer-based viewpoint, and provides a practical brand management discussion as reference for TV shopping retailers. A questionnaire survey is conducted to verify the determinant effects of firms’ marketing strategy (low pricing/relational ads/emotional ads/sales of international brands) and channel...