Advanced
search

To read this content please select one of the options below:

For dynamic relationship marketing theory: a reply to Rese

Shelby D. Hunt (Department of Marketing, Texas Tech University, Lubbock, Texas, USA)
Dennis B. Arnett (Department of Marketing, Texas Tech University, Lubbock, Texas, USA)
Sreedhar Madhavaram (Cleveland State University, Cleveland, Ohio, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 February 2006

3139

Abstract

Purpose

–

The authors propose to reply to the comment by Mario Rese on the article “The explanatory foundations of relationship marketing theory.”

Design/methodology/approach

–

This paper provides a critical analysis.

Findings

–

The comment of Rese has misspecified the major problems facing those firms adopting relationship marketing‐based strategies.

Practical implications

–

In order to find the answers as to why some relationship marketing efforts are successful and others are not, marketing managers must look at more than one research tradition.

Originality/value

–

This paper clarifies the eight types of factors that influence relationship marketing‐based strategy success.

Keywords

Citation

Hunt, S.D., Arnett, D.B. and Madhavaram, S. (2006), "For dynamic relationship marketing theory: a reply to Rese", Journal of Business & Industrial Marketing, Vol. 21 No. 2, pp. 92-93. https://doi.org/10.1108/10610420610651313

Publisher

:

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

Related articles

Manage cookies

We’re listening — tell us what you think

Join us on our journey