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A Stakeholder Perspective on Relationship Marketing

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Author
Agarwal, James
Malhotra, Naresh K.
Accessioned
2014-12-05T22:30:59Z
Available
2014-12-05T22:30:59Z
Issued
2002
Other
levels of relationships
marketing mix strategies
relationship strategies
implementation
Subject
Relationship Marketing
Stakeholder approach to relationships
Type
journal article
Metadata
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Abstract
This paper proposes a broad framework of relationship marketing using the stakeholder approach. Drawing from Peck et al. (1999) framework and proposing several modifications, the authors identify the following relational groups-supplier markets, customer markets (channels), customer markets (end users), competitor markets, external influence markets, and internal markets. The growing importance of strategic alliances is reflected in all constituent groups as well as in a proposed modification of the Berry and Parasuraman (1991) levels of relationships. This paper also re-examines the strategic role of the traditional marketing mix strategies (namely, product, price, place, and promotion) in the new relationship paradigm. Finally, implementation strategies for the stakeholder markets, in general, and customer markets, in particular, are proposed. Several propositions are derived throughout the paper, many of which can be fertile areas for future research investigations.
Refereed
Yes
Post print downloaded as per Publisher's instructions.01/12/2014 http://www.tandfonline.com.ezproxy.lib.ucalgary.ca/doi/citedby/10.1300/J366v01n02_02#tabModule
 
Citation
Malhotra, Naresh K. and James Agarwal (2002), “A Stakeholder Perspective on Relationship Marketing: Framework and Propositions,” Journal of Relationship Marketing, Vol. 1, Issue 2, pp. 3-37.
Corporate
University of Calgary
Faculty
Haskayne School of Business
Url
http://www.tandfonline.com
Publisher
Taylor & Francis
Doi
http://dx.doi.org/10.11575/PRISM/34079
Uri
http://hdl.handle.net/1880/50286
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  • Haskayne School of Business Research & Publications

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