Year: 2019
Type: article
Study design: Systematic Review
Abstract: Purpose -This paper addresses the issues related to the practice of relationship marketing at the organizational level.Considering the infl uence of various factors, this study off ers a theoretical framework necessary to create, maintain, and enhance the business relationship.Design/methodology/approach -The research is based on a systematic review of existing literature, including journal articles, subject-specifi c professional websites, and textbooks on relationship marketing.Literature reviews relating to the Nordic School, Industrial Marketing and Purchasing (IMP) Group Approach, and the North American School are included.Findings -The relationship marketing approach has evolved since the pre-industrial era, and more organizations are embracing this marketing stance in the current, post-industrial era.A theoretical framework that consists of infl uential variables for creating, maintaining, and enhancing relationships is proposed to explore this multidimensional construct.Information on proper con-Sažetak Svrha -U radu se istražuju problemi vezani uz praksu marketinga odnosa i suradnje na organizacijskoj razini.Uzimajući u obzir utjecaj različitih faktora, rad nudi teorijski okvir za stvaranje, održavanje i unapređenje poslovnog odnosa.Metodološki pristup -Istraživanje se temelji na sustavnom pregledu postojeće literature uključujući znanstvene članke iz časopisa, tematski vezane profesionalne web stranice i udžbenike o marketingu odnosa i suradnje.U pregled literature uključeni su pristupi istraživačkih inicijativa Nordic School, Industrial Marketing and Purchasing (IMP) Group te North American School.Rezultati i implikacije -Marketing odnosa i suradnje razvija se od predindustrijskog do poslijeindustrijskog vremena, a sve više organizacija prihvaća ovaj pristup.Za ovaj je multidimenzionalni konstrukt predložen teorijski okvir koji se sastoji od utjecajnih varijabli za stvaranje, održavanje i poboljšanje odnosa.Sintetiziraju se informacije o odgovarajućim uvjetima koje bi marketinš-
Source: Market-Tržište
Authors: Kawsar Ahmmed, Shahidul Islam, Nor Azila Mohd. Noor, Khandoker Mahmudur Rahman, Fizar Ahmed
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3000074841