A Stakeholder Perspective on Relationship Marketing

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dc.contributor.authorAgarwal, Jamesen_US
dc.contributor.authorMalhotra, Naresh K.en_US
dc.date.accessioned2014-12-05T22:30:59Z
dc.date.available2014-12-05T22:30:59Z
dc.date.issued2002
dc.descriptionPost print downloaded as per Publisher's instructions.01/12/2014 http://www.tandfonline.com.ezproxy.lib.ucalgary.ca/doi/citedby/10.1300/J366v01n02_02#tabModuleen_US
dc.description.abstractThis 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.en_US
dc.description.refereedYesen_US
dc.identifier.citationMalhotra, 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.en_US
dc.identifier.doihttp://dx.doi.org/10.11575/PRISM/34079
dc.identifier.urihttp://hdl.handle.net/1880/50286
dc.language.isoengen_US
dc.publisherTaylor & Francisen_US
dc.publisher.corporateUniversity of Calgaryen_US
dc.publisher.facultyHaskayne School of Businessen_US
dc.publisher.urlhttp://www.tandfonline.comen_US
dc.subjectRelationship Marketingen_US
dc.subjectStakeholder approach to relationshipsen_US
dc.subject.otherlevels of relationshipsen_US
dc.subject.othermarketing mix strategiesen_US
dc.subject.otherrelationship strategiesen_US
dc.subject.otherimplementationen_US
dc.titleA Stakeholder Perspective on Relationship Marketingen_US
dc.typejournal article
thesis.degree.disciplineMarketingen_US
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