{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T17:16:29Z","timestamp":1777482989002,"version":"3.51.4"},"reference-count":121,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[1994,3,1]],"date-time":"1994-03-01T00:00:00Z","timestamp":762480000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[1994,3,1]]},"abstract":"<jats:p>Discusses the nature and sometimes negative consequences of the\ndominating marketing paradigm of today, marketing mix management, and\nfurthermore discusses how modern research into, for example, industrial\nmarketing and services marketing as well as customer relationship\neconomics shows that another approach to marketing is required. This\ndevelopment is supported by evolving trends in business, such as\nstrategic partnerships, alliances and networks. Suggests relationship\nmarketing, based on relationship building and management, as one\nemerging new marketing paradigm of the future. Concludes that the\nsimplicity of the marketing mix paradigm, with its Four P model, has\nbecome a straitjacket, fostering toolbox thinking rather than an\nawareness that marketing is a multi\u2010faceted social process, and notes\nthat marketing theory and customers are the victims of today\u2032s\nmainstream marketing thinking. By using the notion of a marketing\nstrategy continuum, discusses a number of consequences of a\nrelationship\u2010type marketing strategy for the focus of marketing,\npricing, quality management, internal marketing and intraorganizational\ndevelopment. Briefly comments on the possibility of developing a general\nmarketing theory based on the relationship building and management\napproach.<\/jats:p>","DOI":"10.1108\/00251749410054774","type":"journal-article","created":{"date-parts":[[2002,7,28]],"date-time":"2002-07-28T18:55:02Z","timestamp":1027882502000},"page":"4-20","source":"Crossref","is-referenced-by-count":1156,"title":["From Marketing Mix to Relationship Marketing"],"prefix":"10.1108","volume":"32","author":[{"given":"Christian","family":"Gr\u00f6nroos","sequence":"first","affiliation":[]}],"member":"140","reference":[{"key":"key2022020820145366200_b2","unstructured":"2.Gr\u00f6nroos, C., \u201cQuo Vadis, Marketing? Towards a Neo\u2010Classical Marketing\nTheory\u201d, in Blomqvist, H.C., Gr\u00f6nroos, C. and Lindqvist, L.J.\n(Eds), Economics and Marketing. Essays in Honour of Gosta\nMickwitz, Economy and Society, No. 48. Swedish School of Economics and\nBusiness Administration, Helsingfors, Finland, 1992, pp. 109\u201024."},{"key":"key2022020820145366200_b3","unstructured":"3.Sheth, J.N., Gardner, D.M. and Garrett, D.E., Marketing Theory:\nEvolution and Evaluation, Wiley, New York, NY, 1988."},{"key":"key2022020820145366200_b4","unstructured":"4.Jackson, B.B., \u201cBuild Customer Relationships That Last\u201d, Harvard\nBusiness Review, Vol. 63, November\u2010December1985, pp. 120\u20108."},{"key":"key2022020820145366200_b5","doi-asserted-by":"crossref","unstructured":"5.Gummesson, E., \u201cThe New Marketing \u2013 Developing Long\u2010term Interactive\nRelationships\u201d, Long Range Planning, Vol. 20 No. 4, 1987, pp. 10\u201020.","DOI":"10.1016\/0024-6301(87)90151-8"},{"key":"key2022020820145366200_b6","doi-asserted-by":"crossref","unstructured":"6.Gummesson, E., Marketing \u2013 A Long\u2010Term Interactive Relationship.\nContribution to a New Marketing Theory, Marketing Technique\nCenter, Stockholm, Sweden, 1987.","DOI":"10.1016\/0024-6301(87)90151-8"},{"key":"key2022020820145366200_b7","unstructured":"7.Gummesson, E., The Part\u2010time Marketer, Center for Service\nResearch, Karlstad, Sweden, 1990."},{"key":"key2022020820145366200_b8","unstructured":"8.Gummesson, E., Relationsmarknadsforing, Fran 4 P till 30 R\n(Relationship Marketing. 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