Contemporary Marketing in Iran Verification of Relationship Marketing Validity in Large Manufacturing Firms

Subject Areas : Jounal of Marketing Management

H.  Nikoomaram ¹ (دانشیار، عضو هیات علمی دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران)
S.  Samiee ² (استادیار، عضو هیات علمی دانشگاه تالسا، ایالت اوکللاهاما، ایالات متحده امریکا)
P.  Jafari ³ (دانش آموخته دکتری مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران)

Received: 2014-06-16 Accepted : 2014-06-16 Published : 2009-03-21

Keywords: Paradigm shift, Transaction marketing, Relationship Marketing, Database marketing, Interaction marketing, Network Marketing, Pluralistic marketing,

Abstract :

This paper is cross paradigm paper: it is the first that combines the two separate broad based perspectives on paradigms into comprehensive model for researcher. Marketing researchers argued the four Ps of the marketing mix became an indisputable paradigm in academic research, the validity of which was taken for granted (Grönroos, 1994). The 21st century, but, is bringing dramatic changes in the marketing environment that is leading to a rethinking of the marketing discipline. For example, as markets are becoming mature and customers become scarce resources, the notion of relationship marketing (RM) has increasingly become important (Day, 2000; Dwyer; Gummesson, 1999; Gronroos, 1991; Morgan and Hunt 1994; Webster, 1992). But Conditions in developing economies are qualitatively unlike those found in mature markets. This study tested the validity of the RM for a developing country like Iran. This Research conceptual framework is a consistent and comprehensive theoretical framework emerging from an inductive integration of previous literature, theories, and other pertinent information. The research seeks to test a number of theoretical propositions and to refine and supplement them as the output and as the basis for further work. The findings of the research show that we are not able to firmly state that RM for large firms of Iran enjoys higher validity.