Understanding contemporary marketing: Development of a classification scheme |
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Authors: | Nicole E Coviello Roderick J Brodie Hugh J Munro |
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Institution: | 1. Faculty of Management , University of Calgary , 2500 University Dr NW, Calgary, AB, Canada;2. Department of Marketing , University of Auckland , Auckland, New Zealand;3. School of Business and Economics , Wilfrid Laurier University , Waterloo, Ontario, Canada |
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Abstract: | The term Relationship Marketing has been used in a multitude of ways to describe and define marketing in the contemporary environment. This has led to the term being loosely defined and applied in the literature, resulting in frustration for both researchers and practitioners. Therefore, a classification scheme is developed from analysis of the extant literature, and used to systematically examine the meaning of marketing across twelve dimensions which reflect issues related to marketing practice. From this scheme, the authors identify two ‘perspectives’ of marketing, which encompass four distinguishable ‘types’ of marketing. Implications for future research in the area are discussed. |
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