The community in business : Strategic relationship between companies and environment and marketing
Community language is not unrelated to companies (Chaston & Mangles, 2001), which define their activities as a benefit for community through sales of products or services. They also use in the social responsibility activities (Kakabadse, Rozuel, & Lee-Davies, 2005; Korhonen, 2002) in the co...
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| Formato: | Artículo (Article) |
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2014
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| Acceso en línea: | https://repository.urosario.edu.co/handle/10336/21765 https://doi.org/10.21500/20112084.662 |
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ir-10336-217652022-05-02T12:37:13Z The community in business : Strategic relationship between companies and environment and marketing La comunidad en los negocios : Relación estratégica de las organizaciones con el medio y marketing Juárez, Fernando Negocios Mercadeo Publicidad & relaciones públicas Marketing Community language is not unrelated to companies (Chaston & Mangles, 2001), which define their activities as a benefit for community through sales of products or services. They also use in the social responsibility activities (Kakabadse, Rozuel, & Lee-Davies, 2005; Korhonen, 2002) in the communitycorporation involvement (Burke, 1999) that adds value to the latter ones (Rochlin, & Christoffer, 2000, p.1) in regards to the social marketing (Whitcombe, 2009) aiming to the elimination of barriers that hamper the implementation of social programs (McKenzie-Mohr, 2000a, 2000b), or, with a strategic view, in regards to the shared value that benefits community and companies at the same time (Porter & Kramer, 2011). There are, of course, many other ways to incorporate such language in companies. Marketing activities constitute the interaction between the environment and the companies, which are self-centered during their operations. Such activities have had functional, transactional, competitive, mixed, integral, relational aspects, among others. The latter one is an example of the wide possibilities when making work a relationship beyond the commercial elements. The relational marketing is characterized by the emphasis given to the maintenance and improvement of the relationship with the customer (Berry, 1995; Payne & Frow, 2006). It is an individual relation that foster brand fidelity and new interactions between the two parts. Nevertheless, as it is not possible to create personal bonds in a massive ways, relational marketing is surpassed by its own goals and became a systematized mechanism of products promotion under the appearance of relation (see Juárez, 2011), where the basis is customer satisfaction; as it was a functional model (see Smalley & Fraedrich, 1995) but with a higher independence from the product. 2014 2020-04-24T15:20:19Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion 2011-2084 https://repository.urosario.edu.co/handle/10336/21765 https://doi.org/10.21500/20112084.662 eng info:eu-repo/semantics/openAccess application/pdf instname:Universidad del Rosario |
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EdocUR - Universidad del Rosario |
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DSpace |
| language |
Inglés (English) |
| topic |
Negocios Mercadeo Publicidad & relaciones públicas Marketing |
| spellingShingle |
Negocios Mercadeo Publicidad & relaciones públicas Marketing Juárez, Fernando The community in business : Strategic relationship between companies and environment and marketing |
| description |
Community language is not unrelated to companies (Chaston & Mangles, 2001), which define
their activities as a benefit for community through sales of products or services. They also use in the social responsibility activities (Kakabadse, Rozuel, & Lee-Davies, 2005; Korhonen, 2002) in the communitycorporation involvement (Burke, 1999) that adds value to the latter ones (Rochlin, & Christoffer, 2000, p.1) in regards to the social marketing (Whitcombe, 2009) aiming to the elimination of barriers that hamper the implementation of social programs (McKenzie-Mohr,
2000a, 2000b), or, with a strategic view, in regards to the shared value that benefits community and companies at the same time (Porter & Kramer, 2011). There are, of course, many other ways to incorporate such language in companies. Marketing activities constitute the interaction
between the environment and the companies, which are self-centered during their operations. Such activities have had functional, transactional, competitive, mixed, integral, relational aspects, among others. The latter one is an example of the wide possibilities when making work a relationship beyond the commercial elements. The relational marketing is characterized by
the emphasis given to the maintenance and improvement of the relationship with the customer
(Berry, 1995; Payne & Frow, 2006). It is an individual relation that foster brand fidelity and new interactions between the two parts. Nevertheless, as it is not possible to create personal bonds in a massive ways, relational marketing is surpassed by its own goals and became a systematized mechanism of products promotion under the appearance of relation (see Juárez, 2011), where the basis is customer satisfaction; as it was a functional model (see Smalley & Fraedrich, 1995) but with a higher independence from the product. |
| format |
Artículo (Article) |
| author |
Juárez, Fernando |
| author_facet |
Juárez, Fernando |
| author_sort |
Juárez, Fernando |
| title |
The community in business : Strategic relationship between companies and environment and marketing |
| title_short |
The community in business : Strategic relationship between companies and environment and marketing |
| title_full |
The community in business : Strategic relationship between companies and environment and marketing |
| title_fullStr |
The community in business : Strategic relationship between companies and environment and marketing |
| title_full_unstemmed |
The community in business : Strategic relationship between companies and environment and marketing |
| title_sort |
community in business : strategic relationship between companies and environment and marketing |
| publishDate |
2014 |
| url |
https://repository.urosario.edu.co/handle/10336/21765 https://doi.org/10.21500/20112084.662 |
| _version_ |
1740172788601192448 |
| score |
12,131701 |