{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,24]],"date-time":"2026-03-24T14:32:23Z","timestamp":1774362743625,"version":"3.50.1"},"reference-count":66,"publisher":"Emerald","issue":"3\/4","license":[{"start":{"date-parts":[[2006,3,1]],"date-time":"2006-03-01T00:00:00Z","timestamp":1141171200000},"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":[[2006,3,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>This paper aims to explore the theoretical foundations of relationship marketing from the perspective of several management\u2010related disciplines, and to attempt a fresh perspective that seeks to integrate these contributions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>Despite the recent popularity of research into relationship marketing, there is still some confusion surrounding the concept of and how it differs both from \u201cnon\u201d relationship marketing and from other ways of managing marketing relationships. This confusion reflects, to some extent, the diverse origins of the concept and the scarcity of research into such fundamental questions as what is a relationship, and what forms of relationship are more or less suited under different circumstances to management through relationship marketing. Taking a broad approach to the subject, the paper explores and integrates these theoretical foundations.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>This article finds that an integrated account can be offered for the emergence of relationship marketing as a coherent area for research. Areas of marketing research with particular relevance to the development of research into relationship issues are: supply chain management, interaction theory, database marketing, and services marketing. Future research into relationship marketing should focus on: the rationale, processes and structures involved in relationship marketing.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The paper encompasses and integrates the diverse theoretical origins of relationship marketing and integrates the research traditions emerging from these origins as they relate to relationship marketing. The paper then considers the implications and priorities for the future development of research and theory in relationship marketing.<\/jats:p><\/jats:sec>","DOI":"10.1108\/03090560610648057","type":"journal-article","created":{"date-parts":[[2006,7,3]],"date-time":"2006-07-03T17:32:14Z","timestamp":1151947934000},"page":"275-291","source":"Crossref","is-referenced-by-count":75,"title":["Research in relationship marketing: antecedents, traditions and integration"],"prefix":"10.1108","volume":"40","author":[{"given":"Vasco","family":"Eiriz","sequence":"first","affiliation":[]},{"given":"Dom","family":"Wilson","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022012919530550800_b1","doi-asserted-by":"crossref","unstructured":"Achrol, R.S. (1991), \u201cEvolution of the marketing organization: new forms for turbulent environments\u201d, Journal of Marketing, Vol. 55 No. 4, pp. 77\u201093.","DOI":"10.1177\/002224299105500406"},{"key":"key2022012919530550800_b3","unstructured":"Aldrich, H.E. (1979), Organizations and Environments, Prentice\u2010Hall, Englewood Cliffs, NJ."},{"key":"key2022012919530550800_b2","unstructured":"Aldrich, H. and Whetten, D.A. (1981), \u201cOrganization\u2010sets, action\u2010sets, and networks: making the most of simplicity\u201d, in Nystrom, P.C. and Starbuck, W.H. (Eds), Handbook of Organizational Design, Vol. 1, Oxford University Press, Oxford, pp. 385\u2010408."},{"key":"key2022012919530550800_b4","doi-asserted-by":"crossref","unstructured":"Araujo, L. and Easton, G. (1996), \u201cNetworks in socioeconomic systems: a critical review\u201d, in Iacobucci, D. (Ed.), Networks in Marketing, Sage Publications, Thousand Oaks, CA, pp. 63\u2010107.","DOI":"10.4135\/9781483327723.n6"},{"key":"key2022012919530550800_b5","doi-asserted-by":"crossref","unstructured":"Bagozzi, R.P. (1975), \u201cMarketing as exchange\u201d, Journal of Marketing, Vol. 39 No. 4, pp. 32\u20109.","DOI":"10.1177\/002224297503900405"},{"key":"key2022012919530550800_b6","doi-asserted-by":"crossref","unstructured":"Baker, M.J. (1995a), \u201cMarketing \u2013 philosophy or function?\u201d, in Baker, M.J. (Ed.), Companion Encyclopaedia of Marketing, Routledge, London, pp. 3\u201022.","DOI":"10.4135\/9781446280096.n1"},{"key":"key2022012919530550800_b7","unstructured":"Baker, M.J. (1995b), \u201cThe future of marketing\u201d, in Baker, M.J. (Ed.), Companion Encyclopaedia of Marketing, Routledge, London, pp. 1003\u201018."},{"key":"key2022012919530550800_b8","doi-asserted-by":"crossref","unstructured":"Benson, J.K. (1975), \u201cThe interorganizational network as a political economy\u201d, Administrative Science Quarterly, Vol. 20, pp. 229\u201049.","DOI":"10.2307\/2391696"},{"key":"key2022012919530550800_b9","doi-asserted-by":"crossref","unstructured":"Bergen, M., Dutta, S. and Walker, O.C. Jr (1992), \u201cAgency relationships in marketing: a review of the implications and applications of agency and related theories\u201d, Journal of Marketing, Vol. 56 No. 3, pp. 1\u201024.","DOI":"10.1177\/002224299205600301"},{"key":"key2022012919530550800_b10","unstructured":"Berry, L.L., Shostack, G.L. and Upah, G.D. (Eds) (1983), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, IL."},{"key":"key2022012919530550800_b11","unstructured":"Blattberg, R.C. and Deighton, J. (1991), \u201cInteractive marketing: exploiting the age of addressability\u201d, Sloan Management Review, Vol. 33 No. 1, pp. 5\u201014."},{"key":"key2022012919530550800_b12","doi-asserted-by":"crossref","unstructured":"Blois, K.J. (1996), \u201cRelationship marketing in organizational markets: when is it appropriate?\u201d, Journal of Marketing Management, Vol. 12 Nos 1\/3, pp. 161\u201073.","DOI":"10.1080\/0267257X.1996.9964406"},{"key":"key2022012919530550800_b13","doi-asserted-by":"crossref","unstructured":"Brennan, R. and Turnbull, P.W. (1999), \u201cAdaptive behavior in buyer\u2010seller relationships\u201d, Industrial Marketing Management, Vol. 28 No. 5, pp. 481\u201095.","DOI":"10.1016\/S0019-8501(99)00057-7"},{"key":"key2022012919530550800_b14","doi-asserted-by":"crossref","unstructured":"Buttle, F. (1996), \u201cRelationship marketing\u201d, in Buttle, F. (Ed.), Relationship Marketing: Theory and Practice, Paul Chapman Publishing, London, pp. 1\u201016.","DOI":"10.4135\/9781446252062.n1"},{"key":"key2022012919530550800_b15","doi-asserted-by":"crossref","unstructured":"Cannon, J. and Perreault, W. (1999), \u201cBuyer\u2010seller relationships in business markets\u201d, Journal of Marketing Research, Vol. 36 No. 4, pp. 439\u201060.","DOI":"10.1177\/002224379903600404"},{"key":"key2022012919530550800_b16","unstructured":"Christopher, M., Payne, A. and Ballantyne, D. (1991), Relationship Marketing: Bringing Quality, Customer Service, and Marketing Together, Butterworth\u2010Heinemann, Oxford."},{"key":"key2022012919530550800_b17","unstructured":"Cook, K.S. and Emerson, R.M. (1984), \u201cExchange networks and the analysis of complex organizations\u201d, Research in the Sociology of Organizations, Vol. 3, JAI Press, Greenwich, CT, pp. 1\u201030."},{"key":"key2022012919530550800_b18","doi-asserted-by":"crossref","unstructured":"Doz, Y.L. (1996), \u201cThe evolution of cooperation in strategic alliances: initial conditions or learning processes?\u201d, Strategic Management Journal, Vol. 17, pp. 55\u201083.","DOI":"10.1002\/smj.4250171006"},{"key":"key2022012919530550800_b19","doi-asserted-by":"crossref","unstructured":"Dwyer, F.R., Schurr, P.H. and Oh, S. (1987), \u201cDeveloping buyer\u2010seller relationships\u201d, Journal of Marketing, Vol. 51 No. 2, pp. 11\u201028.","DOI":"10.2307\/1251126"},{"key":"key2022012919530550800_b20","unstructured":"Ebers, M. (1997), \u201cExplaining inter\u2010organizational network formation\u201d, in Ebers, M. (Ed.), The Formation of Inter\u2010Organizational Networks, Oxford University Press, Oxford, pp. 3\u201040."},{"key":"key2022012919530550800_b21","doi-asserted-by":"crossref","unstructured":"El\u2010Ansary, A.I. and Stern, L.W. (1972), \u201cPower measurement in the distribution channel\u201d, Journal of Marketing Research, Vol. 9 No. 1, pp. 47\u201052.","DOI":"10.1177\/002224377200900110"},{"key":"key2022012919530550800_b22","doi-asserted-by":"crossref","unstructured":"Emerson, R.M. (1962), \u201cPower dependence relations\u201d, American Sociological Review, Vol. 27, February, pp. 31\u201040.","DOI":"10.2307\/2089716"},{"key":"key2022012919530550800_b23","unstructured":"Ford, D. (Ed.) (1997), Understanding Business Markets: Interaction, Relationships and Networks, The Dryden Press, London."},{"key":"key2022012919530550800_b24","doi-asserted-by":"crossref","unstructured":"Ghoshal, S. and Bartlett, C.A. (1993), \u201cThe multinational corporation as a interorganizational network\u201d, in Ghoshal, S. and Westney, D.E. (Eds), Organization Theory and the Multinational Corporation, St Martin's Press, London, pp. 77\u2010104.","DOI":"10.1007\/978-1-349-22557-6_4"},{"key":"key2022012919530550800_b25","unstructured":"Graham, J.L. (1988), \u201cDeference given the buyer: variatons across twelve cultures\u201d, in Contractor, F.J. and Lorange, P. (Eds), Cooperative Strategies in International Business: Joint Ventures and Technology Partnership between Firms, Lexington Books, New York, NY, pp. 473\u201085."},{"key":"key2022012919530550800_b26","doi-asserted-by":"crossref","unstructured":"Gr\u00f6nroos, C. (1991), \u201cThe marketing strategy continuum: towards a marketing concept for the 1990s\u201d, Management Decision, Vol. 29 No. 1, pp. 7\u201013.","DOI":"10.1108\/00251749110139106"},{"key":"key2022012919530550800_b27","doi-asserted-by":"crossref","unstructured":"Gr\u00f6nroos, C. (1994a), \u201cFrom marketing mix to relationship marketing: towards a paradigm shift in marketing\u201d, Management Decision, Vol. 32 No. 2, pp. 4\u201020.","DOI":"10.1108\/00251749410054774"},{"key":"key2022012919530550800_b28","doi-asserted-by":"crossref","unstructured":"Gr\u00f6nroos, C. (1994b), \u201cQuo vadis, marketing? Towards a relationship marketing paradigm\u201d, Journal of Marketing Management, Vol. 10 No. 5, pp. 347\u201060.","DOI":"10.1080\/0267257X.1994.9964283"},{"key":"key2022012919530550800_b29","doi-asserted-by":"crossref","unstructured":"Gummesson, E. (1987), \u201cThe new marketing \u2013 developing long\u2010term interactive relationships\u201d, Long Range Planning, Vol. 20 No. 4, pp. 10\u201020.","DOI":"10.1016\/0024-6301(87)90151-8"},{"key":"key2022012919530550800_b30","unstructured":"Gummesson, E. (1999), Total Relationship Marketing: Rethinking Marketing Management, Butterworth\u2010Heinemann, Oxford."},{"key":"key2022012919530550800_b31","unstructured":"Hakansson, H. (Ed.) (1982), International Marketing and Purshasing of Industrial Goods: An Interaction Approach, John Wiley & Sons, Chichester."},{"key":"key2022012919530550800_b33","doi-asserted-by":"crossref","unstructured":"Heide, J.B. (1994), \u201cInterorganizational governance in marketing channels\u201d, Journal of Marketing, Vol. 58 No. 1, pp. 71\u201085.","DOI":"10.1177\/002224299405800106"},{"key":"key2022012919530550800_b32","doi-asserted-by":"crossref","unstructured":"Heide, J.B. and John, G. (1990), \u201cAlliances in industrial purchasing: the determinants of joint action in buyer\u2010supplier relationships\u201d, Journal of Marketing Research, Vol. 27, pp. 24\u201036.","DOI":"10.1177\/002224379002700103"},{"key":"key2022012919530550800_b34","unstructured":"Jackson, B.B. (1985), \u201cBuild customer relationships that last\u201d, Harvard Business Review, Vol. 63 No. 6, pp. 120\u20108."},{"key":"key2022012919530550800_b35","doi-asserted-by":"crossref","unstructured":"Jarillo, J.C. (1988), \u201cOn strategic networks\u201d, Strategic Management Journal, Vol. 9 No. 1, pp. 31\u201041.","DOI":"10.1002\/smj.4250090104"},{"key":"key2022012919530550800_b36","unstructured":"Kotler, P. (1992), \u201cTotal marketing\u201d, Business Week, Advance executive brief, Vol. 2, p. 1."},{"key":"key2022012919530550800_b37","unstructured":"Levitt, T. (1983), \u201cAfter the sale is over \u2026\u201d, Harvard Business Review, Vol. 61 No. 5, pp. 87\u201093."},{"key":"key2022012919530550800_b38","doi-asserted-by":"crossref","unstructured":"Macaulay, S. (1963), \u201cNon\u2010contractual relations in business\u201d, American Sociological Review, Vol. 28, pp. 55\u201070.","DOI":"10.2307\/2090458"},{"key":"key2022012919530550800_b39","unstructured":"Macneil, I.R. (1978), \u201cContracts: adjustments of long\u2010term economic relations under classical, neoclassical and relational contract law\u201d, Northwestern University Law Review, Vol. 72 No. 6, pp. 854\u2010905."},{"key":"key2022012919530550800_b40","doi-asserted-by":"crossref","unstructured":"Macneil, I.R. (1980), The New Social Contract: An Enquiry into Modern Contractual Relations, Yale University Press, New Haven, CT.","DOI":"10.2307\/1288310"},{"key":"key2022012919530550800_b41","doi-asserted-by":"crossref","unstructured":"Mattsson, L.\u2010G. (1997), \u201c\u2018Relationship marketing\u2019 and the markets\u2010as\u2010networks approach\u2019: a comparative analysis of two evolving streams of research\u201d, Journal of Marketing Management, Vol. 13 No. 5, pp. 447\u201061.","DOI":"10.1080\/0267257X.1997.9964485"},{"key":"key2022012919530550800_b42","doi-asserted-by":"crossref","unstructured":"Miles, R.E. and Snow, C.C. (1986), \u201cOrganizations: new concepts for new forms\u201d, California Management Review, Vol. 28 No. 3, pp. 62\u201073.","DOI":"10.2307\/41165202"},{"key":"key2022012919530550800_b43","doi-asserted-by":"crossref","unstructured":"Miles, R.E. and Snow, C.C. (1992), \u201cCauses of failure in network organizations\u201d, California Management Review, Vol. 34 No. 4, pp. 53\u201072.","DOI":"10.2307\/41166703"},{"key":"key2022012919530550800_b44","doi-asserted-by":"crossref","unstructured":"Morgan, R.M. and Hunt, S.D. (1994), \u201cThe commitment\u2010trust theory of relationship marketing\u201d, Journal of Marketing, Vol. 58 No. 3, pp. 20\u201038.","DOI":"10.1177\/002224299405800302"},{"key":"key2022012919530550800_b45","doi-asserted-by":"crossref","unstructured":"Nielsen, R.P. (1988), \u201cCooperative strategy\u201d, Strategic Management Journal, Vol. 9 No. 5, pp. 475\u201092.","DOI":"10.1002\/smj.4250090507"},{"key":"key2022012919530550800_b46","doi-asserted-by":"crossref","unstructured":"Nohria, N. and Garcia\u2010Pont, C. (1991), \u201cGlobal strategic linkages and industry structure\u201d, Strategic Management Journal, Vol. 12 No. 1, pp. 105\u201024.","DOI":"10.1002\/smj.4250120909"},{"key":"key2022012919530550800_b47","unstructured":"Peck, H., Payne, A., Christopher, M. and Clark, M. (1999), Relationship Marketing: Strategy and Implementation, Butterworth\u2010Heinemann, Oxford."},{"key":"key2022012919530550800_b48","unstructured":"Pfeffer, J. and Salancik, G.R. (1978), The External Control of Organizations: A Resource Dependence Perspective, Harper & Row Publishers, New York, NY."},{"key":"key2022012919530550800_b49","unstructured":"Piercy, N.F. and Cravens, D.W. (1995), \u201cMarketing organization and management\u201d, in Baker, M.J. (Ed.), The Companion Encyclopeadia of Marketing, Routledge, London, pp. 249\u201076."},{"key":"key2022012919530550800_b50","unstructured":"Porter, M.E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, The Free Press, New York, NY."},{"key":"key2022012919530550800_b51","unstructured":"Porter, M.E. (1985), Competitive Advantage, The Free Press, New York, NY."},{"key":"key2022012919530550800_b52","doi-asserted-by":"crossref","unstructured":"Provan, K.G. and Milward, B.H. (1995), \u201cA preliminary theory of interorganizational network effectiveness: a comparative study of four community mental health systems\u201d, Administrative Science Quarterly, Vol. 40, pp. 1\u201033.","DOI":"10.2307\/2393698"},{"key":"key2022012919530550800_b53","unstructured":"Reve, T. and Stern, L.W. (1985), \u201cThe political economy framework of interorganizational relations\u201d, in Dholakia, N. and Arndt, J. (Eds), Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, JAI Press, Greenwich, CT, pp. 289\u2010300."},{"key":"key2022012919530550800_b54","doi-asserted-by":"crossref","unstructured":"Rosenberg, L.J. and Stern, L.W. (1971), \u201cConflict measurement in the distribution channel\u201d, Journal of Marketing Research, Vol. 8, November, pp. 437\u201042.","DOI":"10.1177\/002224377100800405"},{"key":"key2022012919530550800_b55","unstructured":"Scott, J. (1991), Social Network Analysis: A Handbook, Sage Publications, London."},{"key":"key2022012919530550800_b56","doi-asserted-by":"crossref","unstructured":"Sharma, A. and Sheth, J.N. (1997), \u201cSupplier relationships: emerging issues and challenges\u201d, Industrial Marketing Management, Vol. 26 No. 2, pp. 91\u2010100.","DOI":"10.1016\/S0019-8501(96)00153-8"},{"key":"key2022012919530550800_b58","doi-asserted-by":"crossref","unstructured":"Sheth, J.N. (1996), \u201cOrganizational buying behavior: past performance and future expectations\u201d, Journal of Business & Industrial Marketing, Vol. 11 Nos 3\/4, pp. 7\u201027.","DOI":"10.1108\/08858629610125441"},{"key":"key2022012919530550800_b60","unstructured":"Stern, L.W. (1969), Distribution Channels: Behavioral Dimensions, Houghton Mifflin, Boston, MA."},{"key":"key2022012919530550800_b59","doi-asserted-by":"crossref","unstructured":"Stern, L. and Reve, T. (1980), \u201cDistribution channels as political economies: a framework for comparative analysis\u201d, Journal of Marketing, Vol. 44 No. 3, pp. 52\u201064.","DOI":"10.1177\/002224298004400306"},{"key":"key2022012919530550800_b61","doi-asserted-by":"crossref","unstructured":"Thorelli, H.B. (1986), \u201cNetworks: between markets and hierarchies\u201d, Strategic Management Journal, Vol. 7 No. 1, pp. 37\u201051.","DOI":"10.1002\/smj.4250070105"},{"key":"key2022012919530550800_b62","doi-asserted-by":"crossref","unstructured":"Turnbull, P., Ford, D. and Cunningham, M. (1996), \u201cInteraction, relationships and networks in business markets: an evolving perspective\u201d, Journal of Business & Industrial Marketing, Vol. 11 Nos 3\/4, pp. 44\u201062.","DOI":"10.1108\/08858629610125469"},{"key":"key2022012919530550800_b63","doi-asserted-by":"crossref","unstructured":"Van de Ven, A.H. (1976), \u201cOn the nature, formation, and maintenance of relations among organizations\u201d, Academy of Management Review, Vol. 1, pp. 24\u201036.","DOI":"10.5465\/amr.1976.4396447"},{"key":"key2022012919530550800_b64","doi-asserted-by":"crossref","unstructured":"Walter, A., M\u00fcller, T.A., Helfert, G. and Ritter, T. (2003), \u201cFunctions of industrial supplier relationships and their impact on relationship quality\u201d, Industrial Marketing Management, Vol. 32 No. 2, pp. 159\u201069.","DOI":"10.1016\/S0019-8501(02)00230-4"},{"key":"key2022012919530550800_b65","unstructured":"Williamson, O.E. (1975), Markets as Hierarchies: Analysis and Antitrust Implications, The Free Press, New York, NY."},{"key":"key2022012919530550800_b66","unstructured":"Williamson, O.E. (1985), The Economic Insitutions of Capitalism, The Free Press, New York, NY."},{"key":"key2022012919530550800_b67","doi-asserted-by":"crossref","unstructured":"Wilson, D.T. (1995), \u201cAn integrated model of buyer\u2010seller relationships\u201d, Journal of the Academy of Marketing Science, Vol. 23, pp. 335\u201045.","DOI":"10.1177\/009207039502300414"}],"container-title":["European Journal of Marketing"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/03090560610648057","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/03090560610648057\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/03090560610648057\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T23:41:35Z","timestamp":1753400495000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/ejm\/article\/40\/3-4\/275-291\/95317"}},"subtitle":[],"editor":[{"given":"Judy","family":"Zolkiewski","sequence":"first","affiliation":[]}],"short-title":[],"issued":{"date-parts":[[2006,3,1]]},"references-count":66,"journal-issue":{"issue":"3\/4","published-print":{"date-parts":[[2006,3,1]]}},"alternative-id":["10.1108\/03090560610648057"],"URL":"https:\/\/doi.org\/10.1108\/03090560610648057","relation":{},"ISSN":["0309-0566"],"issn-type":[{"value":"0309-0566","type":"print"}],"subject":[],"published":{"date-parts":[[2006,3,1]]}}}