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Emergence and Foundations of the Relationship Marketing School of Thought.
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Emergence and Foundations of the Relationship Marketing School of Thought.

2.011 Belo Horizonte, Revista Pretexto, v.12, n.3, p. 29-46, jul./set. 2011.   BARAKAT, Lívia Lopes;  LARA, José Edson;  GOSLING, Marlusa. Artigo Barakat, Lívia Lopes BARAKAT, Lívia Lopes;  LARA, José Edson;  GOSLING, Marlusa. The objective of this study is to discuss the foundations of Relationship Marketing (RM) as a marketing school of thought, after the seventies. First a review of the main marketing schools is made, according to Sheth, Gardner e Garrett (1988). Considering their influences on Relationship Marketing, its arousal will be discussed as well as its main precursors, classifying the emergent school according to the criteria of interactive/non-interactive, economic/non-economic. Then this paper aims to answer the questions: Can RM be considered a preeminent marketing school of thought? Is it possible to reach a general theory in RM? Is the objectivity in RM researches desirable/possible? The analysis of this questionings is based on a discussion of the philosophical slopes of scientific knowledge (Comte, Durkhein, Popper, Nagel, Kant, Weber), that constitute epistemological basis for the development of researches in the area. Português 658.8 B223s 2011