STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS

Dilek Zamantılı Nayır

doi:10.14783/maruoneri.678802

STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS

Öz

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.

Anahtar Kelimeler

Business-To-Business Marketing,Relationship Marketing,Strategic Alliances,Networks

Kaynakça

[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

Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Derleme

Yazarlar

Dilek Zamantılı Nayır ^* Bu kişi benim
Türkiye

Yayımlanma Tarihi

10 Haziran 2004

Gönderilme Tarihi

10 Ocak 2004

Kabul Tarihi

20 Mayıs 2004

Yayımlandığı Sayı

Yıl 2004 Cilt: 6 Sayı: 22

DOI

https://doi.org/10.14783/maruoneri.678802

IZ

https://izlik.org/JA73NB66NH

Kaynak Göster

RIS / Bibtex

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

AMA

1.Nayır DZ. STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS. Öneri Dergisi. 2004;6(22):221-227. doi:10.14783/maruoneri.678802

Chicago

Nayır, Dilek Zamantılı. 2004. “STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS”. Öneri Dergisi 6 (22): 221-27. https://doi.org/10.14783/maruoneri.678802.

EndNote

Nayır DZ (01 Haziran 2004) STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS. Öneri Dergisi 6 22 221–227.

IEEE

[1]D. Z. Nayır, “STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS”, Öneri Dergisi, c. 6, sy 22, ss. 221–227, Haz. 2004, doi: 10.14783/maruoneri.678802.

ISNAD

Nayır, Dilek Zamantılı. “STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS”. Öneri Dergisi 6/22 (01 Haziran 2004): 221-227. https://doi.org/10.14783/maruoneri.678802.

JAMA

1.Nayır DZ. STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS. Öneri Dergisi. 2004;6:221–227.

MLA

Nayır, Dilek Zamantılı. “STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS”. Öneri Dergisi, c. 6, sy 22, Haziran 2004, ss. 221-7, doi:10.14783/maruoneri.678802.

Vancouver

1.Dilek Zamantılı Nayır. STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS. Öneri Dergisi. 01 Haziran 2004;6(22):221-7. doi:10.14783/maruoneri.678802