Modernism to postmodernism: The transdisciplinary mode-2 knowledge production of relationship marketing

Research output: Contribution to journalArticlepeer-review

Abstract

Underlying the 4Ps marketing principle, and with the transdisciplinary input, Relationship Marketing (RM) has evolved as a fundamental concept to respond to the postmodern marketing management issues. A literature review has been conducted to recognize the rationality of the evolvement of RM and how RM responds to the postmodern marketing management issues to meet and exceed contemporary market needs. The findings reveal that RM utilizes the transdisciplinary mode-2 knowledge production (value proposition) approach, based on the value perception of the postmodern market to cope up with the contemporary and latent market trends, which should be substantiated by market competitiveness, cost effectiveness and social (including all associated stakeholders) acceptability. Such a transdisciplinary mode-2 value proposition of RM and its contribution to the postmodern marketing management appears as coherent across markets and industries.
Original languageEnglish
Pages (from-to)44-56
JournalInternational Journal of Customer Relationship Marketing and Management
Volume4
Issue number3
DOIs
Publication statusPublished - Jul 2013

Fingerprint Dive into the research topics of 'Modernism to postmodernism: The transdisciplinary mode-2 knowledge production of relationship marketing'. Together they form a unique fingerprint.

Cite this