Relationship Marketing and the Marketing Productivity Paradigm

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In this article the author presents his views on researchers Jagdish Sheth and Atul Parvatiyar's article published in a previous issue of "Journal of the Academy of Marketing Science," which discussed issues related to relationship marketing. The article raises the fundamental questions as to why do consumers agree to participate in "marketing relationships" with businesses? The author states that the article is likely to be controversial because Sheth and Parvatiyar contend that the fundamental reason consumers participate in marketing relationships is that they want to reduce their choices. The author states that all of the extant research that explicitly focuses on relationship marketing, regardless of whether it is conceptual, empirical, or both, has focused on business-to-business relationships. These relationships are frequently referred to as "strategic alliances" or "partnerships." The article discusses the research, which refers to possession of a channel of distribution context in that the focal relationship has been between buyer firms and supplier firms. The consensual conclusion of this research is that businesses form relationships with each other to increase their effectiveness and efficiency by better controlling uncertainty and reducing risk.
Original languageEnglish
Pages (from-to)423-430
Number of pages8
JournalThe Journal of Developing Areas
Issue number1
Publication statusPublished - 2017


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