Taxonomy of Selected Relationship Marketing Theories

Grace S. Thomson, Nevada State College

Abstract

Taxonomy of Relationship Marketing Theories

A customer-centric marketing strategy relies on the creation of value for the customer and the generation of value in return for the firm (Gupta & Lehmann, 2003). Seminal and contemporary philosophies of relationship marketing have populated scholarly journals and media for more than 50 years, addressing activities, strategies and behaviors of customer-centered firms.

This document presents a taxonomy of 20 relationship marketing theories and models that incorporate grounded theory and theoretical frameworks addressing different aspects of customer relationship marketing. An exploration of the works of Armstrong and Kotler (2008), Best (2009), Levitt (1960), King (1964), Reichheld et al (2000), Gupta & Lehmann (2003;2006); Peter & Donnelly (2006); Peppers & Rogers (2006), Remartz & Kumar (2002); Seidman (2008) and other practitioners and leaders in customer relationship is included.

The philosophies were organized in nine categories: Marketing concept, market segmentation, target marketing, value delivery, behavioral models, target marketing, pricing, communication, market research, and channel management. More than 30 references accompany this work combining original treaties, scholarly journals and meta-analyses.