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STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS

Year 2004, , 221 - 227, 10.06.2004
https://doi.org/10.14783/maruoneri.678802

Abstract

The aim of this paper is to show the importance of relationship marketing in business-to-business contexts and present a “Model of Relationship Management Variables in B2B Environments”. First, the article gives an explanation of the paradigm shift in today’s marketing understanding vis-a-vis the traditional transaction-oriented view of marketing. Further, the article looks into business-to-business applications of relationship marketing, gives a definiüon of strategic alliances, which are examples of interfirm relationships and presents relationship variables affecting every single phase of an alliance. The article ends with the explanation of a “Relationship Net”, in which the strategic alliance does not only cover two partners but a whole set of partners along the value chain.

References

  • [1] GRONROOS, CHRISTIAN, “From Marketing Mix to Relationship Marketing: Towards a New Paradigm Shift in Marketing”, Management Decision, Vol. 32, No. 2, 1994, P. 4-20.
  • [2] AIJO TOIVO S. “The Theoretical and Philosophical Underpinnings of Relationship Marketing - Environmental Factors Behind the Changing Marketing Paradigm”, European Journal of Marketing, Vol. 30, No 2, 1996, P. 8-18.
  • [3] ŞAHİN, AYŞE/DEMİR, HULUSİ M„ “İşletmeler Arası Pazarlaması ile Modern Pazarlama Yöntemleri arasında Bağıntılar”, Journal of Faculty of Business, Vol. 2, No. 1, 2001, P 21 -33
  • [4] SHETH, JAGDISH N./ATUL PARVATİYAR, “The Evolution of Relationship Marketing”, International Business Review, Vol. 4, 1995, P 397- 418
  • [5] PARVATİYAR, ATUL/ JAGDISH N. SHETH, “The Domain and Conceptual Foundations of Relationship Marketing” in Handbook of Relationship Marketing (eds.), Sage Publications, Thousand Oaks, CA, 1999
  • [6] MORGAN ROBERT M., “Relationship Marketing and Marketing Strategy - The Evolution of Relationship Marketing Strategy within the Organization”, in Sheth J.N./Parvatiyar A. (eds.): Handbook of Relationship Marketing, 2000, Thousand Oaks P. 481 -504
  • [7] VARADARAJAN, RAJAN P./CUNNINGHAM MARGARET H., “Strategic Alliances - A Synthesis of Conceptual Foundations”, Journal of the Academy of Marketing Science, Vol. 23, No. 4, 1995, P 282-296
  • [8] SHETH, JAGDIH N./ATUL PARVATİYAR, “Toward a Theory of Business Alliance Formation”, Scandinavian International Business Review, Vol. 1, No. 3, 1992, P. 71 - 87
  • [9] CRAVENS DAVID W ./KAREN S. CRAVENS, “Horizontal Alliances for Relationship Marketing” in Sheth J.N./Parvatiyar A. (eds.): Handbook of Relationship Marketing, 2000, Thousand Oaks P. 431 - 456
Year 2004, , 221 - 227, 10.06.2004
https://doi.org/10.14783/maruoneri.678802

Abstract

References

  • [1] GRONROOS, CHRISTIAN, “From Marketing Mix to Relationship Marketing: Towards a New Paradigm Shift in Marketing”, Management Decision, Vol. 32, No. 2, 1994, P. 4-20.
  • [2] AIJO TOIVO S. “The Theoretical and Philosophical Underpinnings of Relationship Marketing - Environmental Factors Behind the Changing Marketing Paradigm”, European Journal of Marketing, Vol. 30, No 2, 1996, P. 8-18.
  • [3] ŞAHİN, AYŞE/DEMİR, HULUSİ M„ “İşletmeler Arası Pazarlaması ile Modern Pazarlama Yöntemleri arasında Bağıntılar”, Journal of Faculty of Business, Vol. 2, No. 1, 2001, P 21 -33
  • [4] SHETH, JAGDISH N./ATUL PARVATİYAR, “The Evolution of Relationship Marketing”, International Business Review, Vol. 4, 1995, P 397- 418
  • [5] PARVATİYAR, ATUL/ JAGDISH N. SHETH, “The Domain and Conceptual Foundations of Relationship Marketing” in Handbook of Relationship Marketing (eds.), Sage Publications, Thousand Oaks, CA, 1999
  • [6] MORGAN ROBERT M., “Relationship Marketing and Marketing Strategy - The Evolution of Relationship Marketing Strategy within the Organization”, in Sheth J.N./Parvatiyar A. (eds.): Handbook of Relationship Marketing, 2000, Thousand Oaks P. 481 -504
  • [7] VARADARAJAN, RAJAN P./CUNNINGHAM MARGARET H., “Strategic Alliances - A Synthesis of Conceptual Foundations”, Journal of the Academy of Marketing Science, Vol. 23, No. 4, 1995, P 282-296
  • [8] SHETH, JAGDIH N./ATUL PARVATİYAR, “Toward a Theory of Business Alliance Formation”, Scandinavian International Business Review, Vol. 1, No. 3, 1992, P. 71 - 87
  • [9] CRAVENS DAVID W ./KAREN S. CRAVENS, “Horizontal Alliances for Relationship Marketing” in Sheth J.N./Parvatiyar A. (eds.): Handbook of Relationship Marketing, 2000, Thousand Oaks P. 431 - 456
There are 9 citations in total.

Details

Primary Language English
Journal Section Eski Sayılar
Authors

Dilek Zamantılı Nayır This is me

Publication Date June 10, 2004
Published in Issue Year 2004

Cite

APA Nayır, D. Z. (2004). STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS. Öneri Dergisi, 6(22), 221-227. https://doi.org/10.14783/maruoneri.678802

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