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

Don Edward Schultz, Edward C. Malthouse, Doreen Pick

Research output: Chapter in Book/Report/Conference proceedingChapter

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 publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages475-481
Number of pages7
DOIs
StatePublished - 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Customer Relationship Management
  • Direct Marketing
  • Distribution Channel
  • Marketing Communication
  • Marketing System

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

Fingerprint

Dive into the research topics of 'Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda'. Together they form a unique fingerprint.

Cite this