Towards a paradigm shift in marketing? An examination of current marketing practices

Article Abstract:

A survey of 134 companies and four case studies reveals that transactional marketing is not being abandoned in favour of relational marketing. Relational marketing comprises Database, Network and Interaction marketing. The survey revealed trends within the services and industrial goods sectors towards relationship development, with direct marketing being used in the latter, and increased use of technology for marketing within the former.

Models, Surveys, Marketing models

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Understanding contemporary marketing: development of a classification scheme

Article Abstract:

The term 'relationship marketing' has been used to cover a variety of marketing concepts ranging from database management to loyalty programmes and collaborative relationships. Literature on the subject uses the term to define different concepts as required by the researcher, resulting in loose definition of the term. Details are given of the development of a classification scheme which aims to identify different marketing concepts.

Analysis, Terminology

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Assessing the role of e-marketing in contemporary marketing practice

Article Abstract:

Electronic marketing in 21st century UK and New Zealand firms is evaluated.

United Kingdom, New Zealand, Advertising Management-Electronic Media, Venture Analysis, Risk assessment, Evaluation, Business enterprises, Electronic marketing, E-commerce

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