The global diffusion of relationship marketing
Abstract
Purpose
The purpose of this paper is to introduce a more basic macro‐sociological approach to a discussion on the archaic marketing practices of the Russian firm as examined in the empirical research of Wagner.
Design/methodology/approach
To show fundamental conditions for relationship marketing being implemented in Russia, the paper applies assumptions of sociology of knowledge, systems theory, world society theory, organisation theory, network theory, and economic sociology.
Findings
The paper argues that the global diffusion of relationship marketing first observed on mature Western markets, to a transitional economy such as Russia will depend on global interrelation by technology, formal organisation, epistemic community, network, and event within the four relevant function systems: science, education, mass media, and economy which primarily determine the knowledge capacities of the Russian firm.
Originality/value
In this paper, relationship marketing is reduced to knowledge. Further, the paper pinpoints social structures that lead to global knowledge diffusion. Since the Contemporary Marketing Practices, University of Auckland, NZ approach is concrete rather than abstract, the paper contributes to analytical considerations of a paradigm shift from transactional to relational marketing in present transition economies.
Keywords
Citation
Hansen, S. (2008), "The global diffusion of relationship marketing", European Journal of Marketing, Vol. 42 No. 11/12, pp. 1156-1161. https://doi.org/10.1108/03090560810903600
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited