The Marketing Book 5th Edition

22 The Marketing Book the rest. In the words of leading marketing authority, Alan Mitchell (2001, p. 60): There is nothing wrong ...

Postmodern marketing: everything must go! 23 powder, long the apotheosis of marketing’s new- and-improved, whiter-than-white, we ...

24 The Marketing Book customer-orientation for a marketing philoso- phy predicated on imagination, creativity and rule breaking. ...

Postmodern marketing: everything must go! 25 ‘civil’, in the sense of maintaining a semblance of scholarly decorum whilst sluggi ...

26 The Marketing Book Table 2.4 Modern and postmodern research approaches Modern Postmodern Positivist Non-positivist Experiment ...

Postmodern marketing: everything must go! 27 mantle. Similarly, the preferred stance of post- modern marketing researchers is by ...

28 The Marketing Book is the fact that it resonates with what a raft of management commentators are saying. The business section ...

Postmodern marketing: everything must go! 29 and Venkatesh, indeed, the essential character of postmodern marketing is captured ...

30 The Marketing Book Collins, R. (1992) On the sociology of intellec- tual stagnation: the late twentieth century in perspectiv ...

Postmodern marketing: everything must go! 31 Roddick, A. (2001) Business as Unusual: The Triumph of Anita Roddick, Thorsons, Lon ...

CHAPTER 3 Relationship marketing LISA O’MALLEY and CAROLINE TYNAN Introduction Marketing as a body of knowledge and an academic ...

Relationship marketing 33 paid to processual models of relationship development and the key aspects of relation- ships on which ...

34 The Marketing Book 1980; Berry, 1983; Jackson, 1985; Webster, 1992), and therefore are not definitive. Later in the chapter w ...

Relationship marketing 35 Contributions to the relational paradigm from services marketing include the develop- ment and underst ...

36 The Marketing Book buyers and sellers could be equally active in pursuing exchange. Equally, the work identified the influenc ...

Relationship marketing 37 might also benefit from attention to the condi- tions that foster relational bonds. Thus, this importa ...

38 The Marketing Book undermines relationship-building efforts (see O’Malleyet al., 1997; Fournier et al., 1998). In spite of th ...

Resource Dependence Theory Buyer–Seller (US Approach) Social Exchange Theory Buyer–Seller (US Approach) Channel Theory IMP Servi ...

40 The Marketing Book refers to as handling problems and limitation problems. Gummesson (1987) argues that, because of their imp ...

Relationships within the firm at strategic functional and employee level Relationships outside the firm with competitors, govern ...