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

Don Edward Schultz, Edward Carl Malthouse, Doreen Pick

Research output: Chapter in Book/Report/Conference proceedingConference 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 languageEnglish (US)
Title of host publicationThe Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World
Subtitle of host publicationProceedings of the 2011 World Marketing Congress
EditorsColin L Campbell
Pages475-481
Number of pages7
StatePublished - 2017

Publication series

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

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