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Relationship Marketing Re-Imagined by Ahmet Bayraktar, Can Uslay, Naresh K. Malhotra

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CHAPTER 2

What Is Relationship Marketing?

Introduction

This chapter introduces the definition, conceptualization, and historical development of the relationship marketing (RM) concept. It discusses the various phases that the concept has passed through and various meanings that has been ascribed to it. In addition, this chapter illustrates the three levels of RM, presenting an example for each level. It also introduces the IKEA case and discusses how IKEA builds, develops, and maintains value cocreating relationships.

A Historical Perspective

RM emerged as a unique academic domain of marketing in the 1980s and 1990s. It represents a paradigm shift in marketing: from emphasis on transactions to focus on value cocreating relationships. A contrarian ...

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