A critical review of relationship marketing: Strategies to include community into marketing in development contexts
An argument for relationship marketing strategies from a community organization approach in a development context is presented in this paper. Emphasis is on the conflict among interests of organizations and interests of individuals, as well as on existent differences with transactional and prescript...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2011
- Institución:
- Universidad del Rosario
- Repositorio:
- Repositorio EdocUR - U. Rosario
- Idioma:
- eng
- OAI Identifier:
- oai:repository.urosario.edu.co:10336/27387
- Acceso en línea:
- https://doi.org/10.5897/AJBMX11.019
https://repository.urosario.edu.co/handle/10336/27387
- Palabra clave:
- Relationship marketing
Community organization
Transaction
Functional relationship
- Rights
- License
- Restringido (Acceso a grupos específicos)
| Summary: | An argument for relationship marketing strategies from a community organization approach in a development context is presented in this paper. Emphasis is on the conflict among interests of organizations and interests of individuals, as well as on existent differences with transactional and prescriptive-pecuniary individualistic approach. Because of this, it is proposed that different forms of community organization, through using coalitions, grassroots organization, community leadership, empowerment and other forms of development and community building, must be integrated into relationship marketing. This sets a relationship of organizations with individuals embedded in community |
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