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International Relationship Marketing

Part 6. International Marketing

  1. Jaqueline Pels

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06054

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Pels, J. 2010. International Relationship Marketing. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Universidad Torcuato Di Tella, Buenos Aires, Argentina

Publication History

  1. Published Online: 15 DEC 2010


Relationship marketing suggests a different way of understanding the environment and, as a result, diverse ways of interacting with it. Both the academic as well as the managerial world have much to gain in studying and understanding these types of exchanges. By studying scholarly debates and the papers that have been published on this topic, it could be argued that there seems to be an academic shift toward relationship marketing. The question that is being addressed in this article is “Is this shift occurring at a managerial level and, more specifically, is it an international trend?” The researchers on contemporary marketing practice (CMP) perceived tension between theory and practice and designed a study with the objective to “profile marketing practice in a contemporary environment, and to examine the relevance of relational marketing in different organizational, economic, and cultural contexts.” A strong conceptual classification scheme was developed and studies undertaken in multiple countries in Europe, North America, South America, Asia, and Africa. The empirical studies do not support a shift toward relationship marketing. We need to be very cautious before proclaiming the universality of this view. In this postmodern world where diversity is the rule we, the academics, would serve the business community better if we start by acknowledging the diversity in marketing modes!


  • theory versus practice;
  • empirical data;
  • international marketing practices;
  • developing countries;
  • relationship marketing