Marketing scholars question the ability of the 4Ps to explain higher order phenomena in modern marketing. Scholars … contend that marketing's historical framework, based in product centric economic theory, constrains the 4Ps ability to form a … foundation for a general theory of marketing. The focus on value embedded in product fails to explain knowledge-based intangible …

relationship marketing with parastatals in South Africa, as a strategy togain a competitive advantage. Standardised open … supplier, to explore the determinantsthat affect relationship marketing with parastatals in South Africa.The findings of the … research cannot be generalised to all parastatalsin South Africa, they do suggest that relationship marketing is a …

peer-review in the International Journal of Nonprofit and Voluntary Sector Marketing, published by and copyright John Wiley …This paper contends that relationship marketing can enhance the nature of partnerships in local government. It … development of relationship marketing and its definitions are acknowledged along with a selection of related issues. Two …

contemporary marketing practices (CMP) in an emerging country, Bangladesh. Additionally, the paper also examines the various … marketing performance measures used by Bangladeshi firms. Design/methodology/approach – The CMP survey was used on 165 marketing … and other descriptive statistics. Findings – The study found that a pluralistic marketing approach is predominant among …

The tenets of relationship marketing are useful in understanding the success of a service provider. Based on a sample …