ABSTRACT
This study argues that relationship marketing is not a complete paradigm shift. Without effective use of technology, relationship marketing is not an effective strategy. Hence, relationship marketing, based on technological advances, can be considered as a new paradigm. It is demonstrated that everything companies do to build consumer loyalty is affected by technology. It is shown that traditional, relationship, and technological marketing allows for different types of synergy effects, solutions, different customers, and different types of interactions and relationships.
INTRODUCTION
It is very obvious that nowadays organizations and people (consumers) will find it difficult to separate a relationship from information technology and other technological advances. Relationship marketing, which includes strategic alliances and strategic networks, has been devised by organizations to navigate through this disorder. This paper is part of a longterm research effort, the ultimate objective of which is to offer suggestions to integrate marketing functions with other functions and to better understand how information technology can be used as a source of competitive advantage (e.g. Zineldin et al., 1997; Zinedlin, 1998). Our theory framework is based on current understanding of recent developments in relationship marketing and information technology theories and concepts with application in practice by some organizations.
This paper is part of a long-term research effort, the ultimate objective of which is to offer suggestions to integrate information technology and marketing functions with other functions within and among organizations. The purpose of this paper is to elaborate on the indispensable role of information technology (IT) and other technological advances (T) in enabling business and consumer relationships to better understand how information technology can be used as a source of competitive advantage in marketing activities. It is a conceptual study based on the recent developments of relationship marketing and management, as well as information technology theories and concepts with application in practice. The paper is organized accordingly. A brief outline of relationship marketing is presented first, followed by a discussion of the role of IT as a foundation for relationship marketing, a definition of technologicalship marketing, and an overview of the changing nature of the market and marketing activities. Some synergy effects of utilizing technologicalship marketing are highlighted.
Mosad Zineldin
Marketing Intelligence & Planning; 2000; 18, 1; pp. 9-23
