Theoretical Framework

  • Christine Falkenreck
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

In 1968, Bartels proposed that a general theory of marketing should include seven subtheories: (1) theory of social initiative, (2) theory of economic market separation, (3) theory of market roles, expectations, and interactions, (4) theory of flows and systems, (5) theory of behavior constraints, (6) theory of social change and marketing evolution, and (7) theory of social control of marketing. This illustrates how extensive the fields of application in marketing theory are.

Since the 1960s, several marketing theories related to the above subtheories have been developed (Hunt 2002). The strategic area of relationship marketing was first defined by Berry (1983, p. 25) as “attracting, maintaining and […] enhancing customer relationships”. Thus, relationship marketing refers to activities directed toward establishing, developing, maintaining, and retaining successful relations (Berry and Parasuraman 1991; Morgan and Hunt 1994). Hunt (2002) also made it clear that a company’s efficiency...


Competitive Advantage Organizational Commitment Intangible Asset Affective Commitment Knowledge Resource 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  1. 1.Head of International Marketing ResearchUniversity of KasselKasselGermany

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