The Relationship Marketing View of the Customer and the Service Dominant Logic Perspective

Based on the concept of service-dominant logic as the emerging organizing logic of marketing that would replace the traditional goods-dominant view, Vargo and Lusch (2004) originally proposed that among several other approaches to research and marketing practice that had emerged, relationship marketing would be subsumed by this broader view. More recently, however, Vargo (2009) suggested that because relationship marketing focuses on increasing the series of on-going transactions with a customer, coupled with the goal of enhancing their long-term patronage, that relationship marketing extends the goods-dominant perspective, rather than transcending into the service-dominant logic. This article counters that the relationship marketing view of the customer has already transcended the goods-dominant view to the to service-dominant view based on the way that customers are brought into the relationship as active participants in the service creation, and act as “co-producers” of value. To address the apparent goods-dominant approach in two widely used relationship marketing practices and measures, customer relationship management and customer lifetime value, this article proposes that these tools can be used from a goods-dominant view, but they can also serve as essential steps towards the practice of relationship marketing from the service-dominant logic.     

The Service-Dominant Logic of Marketing and Marketing Ethics

Abela and Murphy (J Acad Mark Sci 36(1):39–53, 2007) examined Service-Dominant (S-D) logic (Vargo and Lusch, J Mark 68(1):1–17, 2004) from the viewpoint of Marketing Ethics and concluded that whilst S-D logic does not have explicit ethical content, the Foundational Premises (FPs) of S-D logic do have implicit ethical content. They also conclude that what may be needed to make the implicit more explicit is the addition of another FP. The aim of this article is to explore whether S-D logic needs to be modified, if one wishes to construct a theoretical framework for analysis of Marketing that has ethical considerations fully integrated. We critically evaluate the claim that the FPs are inherently ethical and conclude that S-D logic should be modified. We offer an additional FP for consideration that relates to the role of personal and societal values in the co-creation of value. This FP is necessary because of the role that the ethical positions of actors play in exchange behaviour. However, it should be pointed out that whilst the article explores the ethical potential of S-D logic it does not privilege any particular ethical position or code. These concerns will be addressed in subsequent articles: the aim here is to establish the underlying rationale for including an explicit commitment to ethics in S-D logic.     

资本结构与盈利能力关系的调查统计分析

<正>一、资本结构直接影响企业的行为及价值企业盈利能力是企业财务分析的一项重要内容,决策者可以利用上市公司公开的财务数据进一步开展分析。而企业资本结构是否合理直接影响到公司的经营业绩和长     

从IMC到整合营销的分析及发展逻辑

IMC是20世纪90年代营销界的一个重要内容。从IMC发展到整合营销理论是营销理论发展的合理逻辑。整合营销理论是以4C、5R等为分析的基础,顾客导向和竞争导向的平衡为其发展的战略逻辑。各利害关系人的互惠最大化是整合营销理论进一步发展的关键。     

Marketing Relationship Management: Antecedents to Survival and Dissolution

ABSTRACT

Though investing in relationships in order to continue them seems intuitive, is every relationship worth further investment? For those partnerships in unstable conditions, it is important to know which ones are headed for dissolution and which ones have the potential to survive.

In addition to assessing the economic value of continuing a partnership, this paper argues that the behavioral quality of a relationship should also be considered if relationship management is to be successful. A Partnership Survival Framework (PSF) is offered, wherein conflict response behaviors are shown to be predictive of not only survival but also the quality of a relationship. Here, the PSF is proposed and tested. Support is found for the framework and theoretical and managerial implications are discussed.     

关系营销：传统营销理论的新发展

传统营销理论的演进和传统营销理论的局限性。关系营销理论的演进以及对传统营销理论的变革和发展。     

The External Relationships in Relationship Marketing: An Exploration

The External Relationship Marketing Component Model (ERMCM) moves thinking away from discrete relationships by providing sellers with the “big picture”, permitting the development and maintenance of productive long-term relationships. The value proposition of the ERMCM lies in facilitating acknowledging the multiple embedded relationships among stakeholders, identifying the salient stakeholders, and examining the nature of relationships between various stakeholders.     

论物流与市场营销的关系

物流与市场营销之间存在密切的内在联系,即物流对市场营销的影响和市场营销对物流的影响,具体表现在实现产品价值、顾客服务、实现顾客满意度、维系顾客忠诚度等方面。做好物流管理能够有效地促进营销战略地实施。成功的市场营销战略有利于促进物流管理工作,降低企业的物流成本。     

Examining the Relationship Marketing,Marketing Productivity Paradigm

Abstract

The authors examine the relationship marketing research literature and identify three schools of thought regarding relationship marketing. The Inter-organizational, customer relationship, and customer valuation research perspectives are described and representative studies are discussed. The predominant conceptual approaches to marketing productivity in the research literature are identified and described. The shareholder value model of Srivastava, Shervani, and Fahey (1998) is selected as the most useful conceptual framework linking relationship marketing and marketing productivity. The linking constructs of customer equity and brand equity are identified as the critical conceptual connections between relationship marketing and marketing productivity. A research agenda is suggested, covering both conceptual and operational issues for further development of both relationship marketing and marketing productivity.     

巧妙利用网游，打开营销新途径——访广州恒询机构总经理陈豪

记者：网络是年轻人的天下!网游是年轻人的新宠，个性化是年轻人的追求，而网游应该是最适合承载个性化诉求的，可谓“得网游者得天下”，对此您怎么看？     

Relationship Marketing: Theory and Implementation

The field of relationship marketing can be viewed as a sub-area of market focused management. In this issue, we present some cutting edge work on relationship marketing (RM). At the most simple level, RM strategy prescribes that it is more effective to invest in long-term customer interactions than to rely on a series of potentially unrelated, one-time exchanges. In practice, however, RM is not that simple to implement. There are multiple stakeholders to consider, and organizations must make certain that value is provided for all members of a potential partnership. Here, we consider several strands of relationship marketing, including the concepts of: customer relationship management, stakeholder theory, affinity marketing, promotional incentives, strategy, and leadership.     

Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: The Demand-Oriented Path Forward

In this article we discuss the relative presence of business-to-business (B2B) research in the marketing literature. We concur that B2B research is underrepresented in marketing literature and business school curricula. Avenues for remedy, improvement, and future research are presented.     

The Dynamic Relationship Between Investments in Brand Equity and Firm Profitability: Evidence Using Trademark Registrations

Abstract

Most marketing practitioners and scholars agree that marketing assets such as brand equity significantly contribute to a firm’s financial performance. In this paper, we model brand equity as an unobservable stock that results from up to 30 years of past brand-related investment flows. Using firm-specific trademarks as investment proxies, our results show a significant long-run impact on financial performance. The dynamic profile of brand-related investments has an inverted-U shape that reaches its peak after 11 years. On average, it takes four years before brand-related investments show a positive return, and investments older than 19 years show no significant impact. For the median trademarking firm, brand equity contributes €265,000 to annual profits.     

从交易营销到战略营销:营销理论范式的比较与创新

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。     

Japan 20: The West 1 Reversing the Scorecard

The trade imbalance between Japan and its Western partners may be a source of concern, but much more serious is the even far greater investment imbalance. While Japanese direct investments have poured into the North American and European markets, American and European investments in Japan are paltry: the current ratio of investment flows is running at 20 to 1, in some cases much more, in Japan's favour. As the strategic issues for Western companies in establishing a "robust presence" in Japan are fundamental and critical, the trade and investment deficits are partly caused and further exacerbated by the "knowledge-gap" between the two. Reversing the scorecard must be the most urgent imperative for Western corporations and governments, though the effort required will be very substantial indeed.     

Relationship Marketing in the New Economy

Abstract

This article aims to put relationship marketing in the context of the New Economy; it is a quest for valid and practical theory. It is preoccupied with the reigning marketing management paradigm and a shift to a relationship marketing paradigm. A systemic view, referred to as total relationship marketing, is presented together with the core values and beliefs of relationship marketing. The article concludes that relationship marketing is fundamentally different from traditional marketing management and that successful implementation requires new mindsets.     

Relationship Marketing Theory: Its Roots and Direction

This paper participates in the latest discussion on theory formation in the marketing discipline. We argue that some of the novelty and generality claims in current relationship-marketing (RM) propositions are inflated. On the basis of a conceptual analysis of the disciplinary roots of RM thinking, we argue that RM does not form a general theory of marketing, and that actually two types of relationship theory exist: Market-based, more consumer-oriented RM, and Network-based, more interorganisationally-oriented RM. The fundamental differences between these two types of theory are identified and discussed. Theoretical conclusions and managerial challenges originating from the dual nature of relationship marketing conclude the paper.     

Internet-Based Relationship Marketing: A Sub-Saharan African Perspective

Establishing, maintaining, and enhancing relationships over the Internet have progressively gained global attention. Nevertheless, the dawn of this modernization draws many theoretical debates and practical concerns, some of which have received little research attention, especially within the Sub-Saharan region of Africa. On this premise, we explored the contemporary practice, challenges, and benefits of Internet-based relationship marketing (RM) within the Ghanaian telecommunication industry. Expert interviews with 12 employees from four telecommunication firms elicited a wealth of experiential data analyzed thematically to understand the practice, challenges, and emerging benefits of Internet-based RM. Our findings suggest that issues of privacy concerns, erosion of face-to-face communication, and the tendency of unsolicited communication do not necessarily militate Internet-based RM within the Ghanaian telecommunication industry. We also identified emerging benefits, including online “virality,” a discovery environment, and improved firm reputation. We suggest enhancing online personalization through empathy, creating value with analytic information and managerial openness, and supporting enhanced knowledge development within the area. Directions for future studies include the possibility of comparative studies across service industries and examining the role of content marketing in Internet-based relationships. The challenge of exploring Internet-based RM was similar to hitting a moving target, as the use of the Internet for relationship marketing activities is constantly evolving. Additionally, our findings and conclusion are confined to the knowledge contribution of the experts interviewed. As one of the few studies within the Sub-Saharan region, we expand contributions from the Sub-Saharan domain. The findings of this study also bring to light new insights for establishing, maintaining, and enhancing Internet-based relationships.