The old, the new and the complicated: a trilogy of marketing relationships

Healy, Marilyn and Hastings, Kathleen and Brown, Les and Gardiner, Michael (2001) The old, the new and the complicated: a trilogy of marketing relationships. European Journal of Marketing, 35 (1/2). pp. 182-193. ISSN 0309-0566


The boundaries of relationship marketing have been discussed since relationship marketing was first investigated in the 1970s. Investigating these boundaries, this paper reviews the links between relationship marketing and network theory. Three main themes of marketing relationships are identified: relationship marketing, neo-relationship marketing and network theory. A framework is developed to allow for the positioning of these three themes of marketing relationships. While this framework has been developed in terms of a table, the intent is not to box theorists into neat positions but rather to develop an overall position statement for the three types of marketing relationships. Theorists can discuss marketing relationships depending on their position within the framework. Consequently, the framework allows for further development of relationship and neo-relationship marketing by offering better applications for the practitioner, and enhances understanding of network theory. Suggestions are offered for the integration of marketing relationships into the marketing curriculum and further implications for marketing research are discussed.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Restricted access to published version in accordance with the copyright policy of publisher.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 02 Nov 2016 02:31
Last Modified: 04 Apr 2018 05:19
Uncontrolled Keywords: marketing management, marketing mix, networking, relationship marketing
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Socio-Economic Objective: B Economic Development > 90 Commercial Services and Tourism > 9002 Property, Business Support Services and Trade > 900201 Administration and Business Support Services
Identification Number or DOI: 10.1108/03090560110363418

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