Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda

Don Edward Schultz; Edward Carl Malthouse; Doreen Pick

Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda

Don Edward Schultz, Edward Carl Malthouse, Doreen Pick

Integrated Marketing Communications

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Marketing and marketing communications have changed dramatically over the past 50 years. This article traces the changes through a set of models, starting with Customer Marketing (CM) then Customer Relationship Marketing (CRM) and finally CN2, the Customer Networked/Negotiated system. Illustrative details are provided for each of the systems. Based on this evolution, a new academic/professional research agenda is proposed.

Original language	English (US)
Title of host publication	The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World
Subtitle of host publication	Proceedings of the 2011 World Marketing Congress
Editors	Colin L Campbell
Pages	475-481
Number of pages	7
State	Published - 2017

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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https://doi.org/10.1007/978-3-319-50008-9_126

Cite this

Schultz, D. E., Malthouse, E. C., & Pick, D. (2017). Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda. In C. L. Campbell (Ed.), The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World: Proceedings of the 2011 World Marketing Congress (pp. 475-481). ( Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-319-50008-9_126

Schultz, Don Edward ; Malthouse, Edward Carl ; Pick, Doreen. / Understanding the new, Negotiated Phase of Relationship Marketing : A Proposed Research Agenda. The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World: Proceedings of the 2011 World Marketing Congress. editor / Colin L Campbell. 2017. pp. 475-481 ( Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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abstract = "Marketing and marketing communications have changed dramatically over the past 50 years. This article traces the changes through a set of models, starting with Customer Marketing (CM) then Customer Relationship Marketing (CRM) and finally CN2, the Customer Networked/Negotiated system. Illustrative details are provided for each of the systems. Based on this evolution, a new academic/professional research agenda is proposed.",

author = "Schultz, {Don Edward} and Malthouse, {Edward Carl} and Doreen Pick",

year = "2017",

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series = " Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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Schultz, DE, Malthouse, EC & Pick, D 2017, Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda. in CL Campbell (ed.), The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World: Proceedings of the 2011 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp. 475-481. <https://doi.org/10.1007/978-3-319-50008-9_126>

Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda. / Schultz, Don Edward; Malthouse, Edward Carl; Pick, Doreen.
The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World: Proceedings of the 2011 World Marketing Congress. ed. / Colin L Campbell. 2017. p. 475-481 ( Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AB - Marketing and marketing communications have changed dramatically over the past 50 years. This article traces the changes through a set of models, starting with Customer Marketing (CM) then Customer Relationship Marketing (CRM) and finally CN2, the Customer Networked/Negotiated system. Illustrative details are provided for each of the systems. Based on this evolution, a new academic/professional research agenda is proposed.

M3 - Conference contribution

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T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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Schultz DE, Malthouse EC, Pick D. Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda. In Campbell CL, editor, The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World: Proceedings of the 2011 World Marketing Congress. 2017. p. 475-481. ( Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda

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