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Boosting Total Relationship Marketing

Author

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  • Aykut, Arslan

Abstract

This paper explores the track of marketing, by referring to the literature, through the advancements in digitalized technological systems particularly Information Technologies (IT), the emergence of a more broadly educated and more discerning consumer with increasing discretionary spending and purchasing power, the adoption of Total Quality Management (TQM) as the biggest competitive issue of 1990s, the growth of the service economy, the increase of competitive intensity and its impact on customer retention, and finally from a production-oriented definition of marketing to customer-oriented one(transaction to relationships). Actually all these variables are considered to be the main drivers of Relationship Marketing (RM) that led the pathway to Total Relationship Marketing (TRM).

Suggested Citation

  • Aykut, Arslan, 2008. "Boosting Total Relationship Marketing," MPRA Paper 20706, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:20706
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    File URL: https://mpra.ub.uni-muenchen.de/20706/1/MPRA_paper_20706.pdf
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    References listed on IDEAS

    as
    1. N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
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    Cited by:

    1. Mosad Zineldin & Hisao Fujimoto & Yu Li & Hemant Kassean & Valentina Vasicheva & We Feng Yu, 2015. "Why do both marriages and strategic alliances have over 50% failure rate? A study of relationship quality of strategic alliances in China, Japan and Mauritius," International Journal of Human Rights and Constitutional Studies, Inderscience Enterprises Ltd, vol. 4(1), pages 1-23.

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    More about this item

    Keywords

    Relationship Marketing; Marketing; Total Quality Management; Total Relationship Marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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