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...

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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)
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oai_identifier_str oai:repository.urosario.edu.co:10336/27387
network_acronym_str EDOCUR2
network_name_str Repositorio EdocUR - U. Rosario
repository_id_str
spelling 2883306002020-08-19T14:41:59Z2020-08-19T14:41:59Z2011-12-11An 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 communityapplication/pdfhttps://doi.org/10.5897/AJBMX11.019ISSN: 1993-8233https://repository.urosario.edu.co/handle/10336/27387engAcademic Journals13409No. 353404African Journal Of Business ManagementVol. 5African Journal Of Business Management, ISSN: 1993-8233, Vol.5, No.35 (2011); pp. 3404-13409https://academicjournals.org/journal/AJBM/article-full-text-pdf/A834CDB23701Restringido (Acceso a grupos específicos)http://purl.org/coar/access_right/c_16ecAfrican Journal Of Business Managementinstname:Universidad del Rosarioreponame:Repositorio Institucional EdocURRelationship marketingCommunity organizationTransactionFunctional relationshipA critical review of relationship marketing: Strategies to include community into marketing in development contextsUna revisión crítica del marketing relacional: estrategias para incluir a la comunidad en el marketing en contextos de desarrolloarticleArtículohttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501Juárez, Fernando10336/27387oai:repository.urosario.edu.co:10336/273872020-08-19 09:41:59.836https://repository.urosario.edu.coRepositorio institucional EdocURedocur@urosario.edu.co
dc.title.spa.fl_str_mv A critical review of relationship marketing: Strategies to include community into marketing in development contexts
dc.title.TranslatedTitle.spa.fl_str_mv Una revisión crítica del marketing relacional: estrategias para incluir a la comunidad en el marketing en contextos de desarrollo
title A critical review of relationship marketing: Strategies to include community into marketing in development contexts
spellingShingle A critical review of relationship marketing: Strategies to include community into marketing in development contexts
Relationship marketing
Community organization
Transaction
Functional relationship
title_short A critical review of relationship marketing: Strategies to include community into marketing in development contexts
title_full A critical review of relationship marketing: Strategies to include community into marketing in development contexts
title_fullStr A critical review of relationship marketing: Strategies to include community into marketing in development contexts
title_full_unstemmed A critical review of relationship marketing: Strategies to include community into marketing in development contexts
title_sort A critical review of relationship marketing: Strategies to include community into marketing in development contexts
dc.subject.keyword.spa.fl_str_mv Relationship marketing
Community organization
Transaction
Functional relationship
topic Relationship marketing
Community organization
Transaction
Functional relationship
description 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
publishDate 2011
dc.date.created.spa.fl_str_mv 2011-12-11
dc.date.accessioned.none.fl_str_mv 2020-08-19T14:41:59Z
dc.date.available.none.fl_str_mv 2020-08-19T14:41:59Z
dc.type.eng.fl_str_mv article
dc.type.coarversion.fl_str_mv http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_6501
dc.type.spa.spa.fl_str_mv Artículo
dc.identifier.doi.none.fl_str_mv https://doi.org/10.5897/AJBMX11.019
dc.identifier.issn.none.fl_str_mv ISSN: 1993-8233
dc.identifier.uri.none.fl_str_mv https://repository.urosario.edu.co/handle/10336/27387
url https://doi.org/10.5897/AJBMX11.019
https://repository.urosario.edu.co/handle/10336/27387
identifier_str_mv ISSN: 1993-8233
dc.language.iso.spa.fl_str_mv eng
language eng
dc.relation.citationEndPage.none.fl_str_mv 13409
dc.relation.citationIssue.none.fl_str_mv No. 35
dc.relation.citationStartPage.none.fl_str_mv 3404
dc.relation.citationTitle.none.fl_str_mv African Journal Of Business Management
dc.relation.citationVolume.none.fl_str_mv Vol. 5
dc.relation.ispartof.spa.fl_str_mv African Journal Of Business Management, ISSN: 1993-8233, Vol.5, No.35 (2011); pp. 3404-13409
dc.relation.uri.spa.fl_str_mv https://academicjournals.org/journal/AJBM/article-full-text-pdf/A834CDB23701
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_16ec
dc.rights.acceso.spa.fl_str_mv Restringido (Acceso a grupos específicos)
rights_invalid_str_mv Restringido (Acceso a grupos específicos)
http://purl.org/coar/access_right/c_16ec
dc.format.mimetype.none.fl_str_mv application/pdf
dc.publisher.spa.fl_str_mv Academic Journals
dc.source.spa.fl_str_mv African Journal Of Business Management
institution Universidad del Rosario
dc.source.instname.none.fl_str_mv instname:Universidad del Rosario
dc.source.reponame.none.fl_str_mv reponame:Repositorio Institucional EdocUR
repository.name.fl_str_mv Repositorio institucional EdocUR
repository.mail.fl_str_mv edocur@urosario.edu.co
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