For dynamic relationship marketing theory: A reply to Rese

Research output: Contribution to journalReview articlepeer-review

5 Scopus citations


Purpose - The authors propose to reply to the comment by Mario Rese on the article "The explanatory foundations of relationship marketing theory." Design/methodology/approach - This paper provides a critical analysis. Findings - The comment of Rese has misspecified the major problems facing those firms adopting relationship marketing-based strategies. Practical implications - In order to find the answers as to why some relationship marketing efforts are successful and others are not, marketing managers must look at more than one research tradition. Originality/value - This paper clarifies the eight types of factors that influence relationship marketing-based strategy success.

Original languageEnglish
Pages (from-to)92-93
Number of pages2
JournalJournal of Business and Industrial Marketing
Issue number2
StatePublished - 2006


  • Marketing strategy
  • Marketing theory
  • Relationship marketing


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