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Relationship Marketing — Ein neues Paradigma im Marketing?

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Marktorientierte Unternehmensführung

Zusammenfassung

Es ist wie bei einem großen Sturm. Der Wind treibt eine große Welle vor sich her. Die Welle heißt „Relationship Marketing“. Man kann kaum eine Zeitschrift aufschlagen, eine Seminarankündigung lesen oder einen Kongreß besuchen, das relevante Thema ist in der Regel „Relationship Marketing“. Das Journal of the Academy of Marketing Science hat die Herbstausgabe ‘95 einem Special Issue an Relationship Marketing gewidmet. Die Emory University in Atlanta hat unter Leitung von Jagdish Sheth und Atul Parvatiyar ein Center for Relationship Marketing an der Goizueta Business School gegründet und mittlerweile drei Jahreskongresse zum Thema „Relationship Marketing“ organisiert. In Kooperation mit dem Center for Relationship Marketing hat die Humboldt-Universität zu Berlin im Jahre 1996 einen wissenschaftlichen Kongreß über Relationship Marketing veranstaltet. Das Thema des Marketing-Tages 1996 der deutschen Marketingvereinigung in Leipzig stand unter dem Motto „Relationship Marketing“. Unter den Marketing-Vertretern im Hochschulverband für Betriebswirtschaftslehre hat sich eine kleine Gruppe gebildet, die jährlich Tagungen zum Thema „Relationship Marketing“ veranstaltet.

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Author information

Authors and Affiliations

  1. Westfälischen Wilhelms-Universität Münster, Deutschland

    Prof. Dr. Klaus Backhaus (Direktor des Betriebswirtschaftlichen Instituts für Anlagen und Systemtechnologien)

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  1. Prof. Dr. Klaus Backhaus
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Editors and Affiliations

  1. Basel, Schweiz

    Manfred Bruhn

  2. Aachen, Deutschland

    Hartwig Steffenhagen

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© 1998 Springer Fachmedien Wiesbaden

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Backhaus, K. (1998). Relationship Marketing — Ein neues Paradigma im Marketing?. In: Bruhn, M., Steffenhagen, H. (eds) Marktorientierte Unternehmensführung. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-01580-2_2

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  • DOI: https://doi.org/10.1007/978-3-663-01580-2_2

  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-663-01581-9

  • Online ISBN: 978-3-663-01580-2

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