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Chapter 4 Relationship Marketing

DOI: 10.23912/978-1-906884-54-3-1736

ISBN: 978-1-906884-54-3

Published: November 2011

Component type: chapter

Published in: Business Marketing: The Theory and Practice of B2B

Parent DOI: 10.23912/978-1-906884-54-3-2069



The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be fundamentally more appealing and an intuitively appropriate interpretation of business-to-business marketing. This view also sees the development of partnerships with other organisations as more suitable than former adversarial ideas based on competition and where the sole focus is on customers. Organisations are shown to have a portfolio of relationships with a range of stakeholders, most notably suppliers, employees, customers and shareholders. This chapter considers the nature, development and characteristics of interorganisational relationships and examines the potential of technology to enhance relationships with customers and suppliers based on trust and commitment.

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  • Chris Fill (Author)
  • Scot McKee (Author)

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  • Chris Fill (Author)
  • Scot McKee (Author)

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Fill & McKee, 2011

Fill, C. & McKee, S. (2011) "Chapter 4 Relationship Marketing" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1736


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Chapter 4 Relationship Marketing [Details]Price: £4.99*Licences / Downloadable file

Published in Business Marketing: The Theory and Practice of B2B

Chapter 4 Relationship Marketing [Details]Price: £4.99*Licences / Downloadable file
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