Buyer-seller relationships: Australasian research and reflections

Abstract

The aim of this paper is to overview current thinking on a range of ‘relationship’ topics under the rubric of Relationship Marketing. Several scholars working from the perspective of Australia and New Zealand discuss their respective concerns and research work in the field of Relationship Marketing, by considering the relational turn that has emerged in recent years. A major collaborative, cross-country, longitudinal study of contemporary marketing practices reveals a multi-approach logic that suggests a complex interplay among several specific emphasises, rather than a dichotomous choice of marketing strategies. The value that can emerge from a trading relationship is considered, and suggestions made for a developing research agenda to better understand the products of relational interaction in the realm of marketing. The politics of managing marketing relationships is examined, raising the suggestion that the orthodoxy of marketing communication does not adequately explain information, communication, and knowledge resources in exchange interactions. The notion of Relationship Marketing is applied beyond the obvious commercial trading domain, again emphasising interaction dynamics. Concluding observations hint at managerial implications and an Australasian research agenda that can complement the foundational perspectives of the North American and Scandinavian research branches in this field.