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Relationship marketing as a paradigm shift: some conclusions from the 30R approach

Evert Gummesson (Stockholm University, Stockholm, Sweden)

Management Decision

ISSN: 0025-1747

Article publication date: 1 May 1997

10677

Abstract

Stresses issues brought up in the first World Wide Web conference on relationship marketing. Based on research on relationship marketing going back to the early 1970s which resulted in the definition of 30 relationships in marketing ‐ the 30R approach. Brings up inconsistencies in marketing, among them the mix‐up between relationship marketing as a phenomenon and a term; values and ethics; practice versus theory and education; differences between Europe and the USA; and the ghost‐hunt for an unambiguous definition. Concludes that relationship marketing requires a dramatic change in marketing thinking and behaviour; it is a paradigm shift, not an add‐on to traditional marketing management.

Keywords

Citation

Gummesson, E. (1997), "Relationship marketing as a paradigm shift: some conclusions from the 30R approach", Management Decision, Vol. 35 No. 4, pp. 267-272. https://doi.org/10.1108/00251749710169648

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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