In search of marketing equilibrium: relationship marketing versus hypercompetition

Article Abstract:

Relationships, networks and interaction have been identified as three core variables in relational marketing. Similarly, competition, collaboration and regulations/institutions emerged from research as core forces in marketing equilibrium. The concepts of relational marketing, market equilibrium and hypercompetition are analysed, and details of the paper's criticisms are also included.

Marketing, Models, Marketing models

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Vanishing point: The mix management paradigm re-viewed

Article Abstract:

In some opinions the marketing profession appears to lack influence , and its goals and achievements need to be re-evaluated. The development of the mix management paradigm, one of the underpinning paradigms of marketing, has been charted and evaluated in the form of a journey to identify the current position and determine possible future directions.

Marketing Management

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