The 4ps of relational marketing, perspectives, perceptions, paradoxes and paradigms: Learnings from organizational theory and the strategy literature

Jaqueline Pels*, Michael Saren

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The aim of this paper is to explore how different underlying worldviews in marketing affect the perception of the environment and how these impact the choice between transactional or relational offerings. Furthermore, we aim to show that not only positivistic and interpretivist paradigms are present in all of the management disciplines, in strategy, in organizational theory, in marketing, etc., but also that managerial disciplines seem to be moving from the reign of the positivistic schools, through the emergence of the interpretativist schools, and now towards a pluralistic approach.

The analysis of the underlying worldviews is important for relationship marketing in practice because it may provide another, deeper-level explanation for the choices that managers make regarding transactional, relational and pluralistic offerings. At the theoretical level, it may help explain how and why the new RM paradigm developed in the marketing discipline.

Original languageEnglish
Title of host publicationThe Future of Relationship Marketing
PublisherTaylor and Francis
Pages59-84
Number of pages26
ISBN (Print)9781315870328
DOIs
Publication statusPublished - 1 Jan 2013

Bibliographical note

Publisher Copyright:
© 2005 by The Haworth Press, Inc.

Keywords

  • Research paradigms
  • Theoretical paradigms in marketing

ASJC Scopus subject areas

  • General Economics,Econometrics and Finance
  • General Business,Management and Accounting

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