ABSTRACT

The marketing mix is actually a list of categories of marketing variables, and to begin with this way of defining or describing a phenomenon can never be considered a very valid one. Theoretically, the marketing mix became just a list of P's without roots. This chapter discusses the emerging theories and models of the interaction/network approach to industrial marketing and the marketing of services. It describes the relationship marketing concept. An integral element of the relationship marketing approach is the promise concept, which had been strongly emphasized by Henrik Calonius e.g. Relationship marketing is still in its infancy as a marketing concept. However, relationship marketing is clearly the underlying approach in several books on service marketing e.g. But according to the relationship marketing approach and contemporary models of industrial marketing and service marketing they do undoubtedly belong to this function.