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...

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Autor Principal: Juárez Acosta, Fernando
Formato: Artículo (Article)
Lenguaje:Inglés (English)
Publicado: 2014
Materias:
Acceso en línea:https://repository.urosario.edu.co/handle/10336/21765
https://doi.org/10.21500/20112084.662
id ir-10336-21765
recordtype dspace
spelling ir-10336-217652020-05-13T19:49:31Z 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 Acosta, 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
institution EdocUR - Universidad del Rosario
collection DSpace
language Inglés (English)
topic Negocios
Mercadeo
Publicidad & relaciones públicas
Marketing
spellingShingle Negocios
Mercadeo
Publicidad & relaciones públicas
Marketing
Juárez Acosta, 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 Acosta, Fernando
author_facet Juárez Acosta, Fernando
author_sort Juárez Acosta, 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_ 1667195735157768192
score 11,828437