The Development from transaction marketing to relationship marketing

Binfei Yu

doi:10.54691/bcpbm.v20i.1040

Authors

Binfei Yu

DOI:

https://doi.org/10.54691/bcpbm.v20i.1040

Keywords:

Marketing; major changes; transactional marketing; relationship marketing.

Abstract

The marketing trend between the 1950s and 1980s was primarily transactional marketing. But since the 1980s marketing trends have gradually shifted to relationship marketing (Stephen and Robert, 2018). This essay will focus on some of the theories that embodied the marketing transactional paradigm in the early years and the limitations that were discovered in practice. It will also introduce the major changes in the concept of marketing in the 1980s.

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