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A critical review of relationship marketing: Strategies to include community into marketing in development

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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Autor Principal: Juarez Acosta, Fernando
Formato: Artículo (Article)
Lenguaje:Inglés (English)
Publicado: Academic Journals 2011
Materias:
Relationship marketing
Community organization
Transaction
Functional relationship
Acceso en línea:https://repository.urosario.edu.co/handle/10336/27375
id ir-10336-27375
recordtype dspace
spelling ir-10336-273752020-08-19T14:41:57Z A critical review of relationship marketing: Strategies to include community into marketing in development Una revisión crítica del marketing relacional: estrategias para incluir a la comunidad en el marketing en desarrollo Juarez Acosta, Fernando Relationship marketing Community organization Transaction Functional relationship 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. 2011-11-17 2020-08-19T14:41:57Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion ISSN: 1993-8233 https://repository.urosario.edu.co/handle/10336/27375 eng info:eu-repo/semantics/openAccess application/pdf Academic Journals African Journal Of Business Management
institution EdocUR - Universidad del Rosario
collection DSpace
language Inglés (English)
topic Relationship marketing
Community organization
Transaction
Functional relationship
spellingShingle Relationship marketing
Community organization
Transaction
Functional relationship
Juarez Acosta, Fernando
A critical review of relationship marketing: Strategies to include community into marketing in development
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.
format Artículo (Article)
author Juarez Acosta, Fernando
author_facet Juarez Acosta, Fernando
author_sort Juarez Acosta, Fernando
title A critical review of relationship marketing: Strategies to include community into marketing in development
title_short A critical review of relationship marketing: Strategies to include community into marketing in development
title_full A critical review of relationship marketing: Strategies to include community into marketing in development
title_fullStr A critical review of relationship marketing: Strategies to include community into marketing in development
title_full_unstemmed A critical review of relationship marketing: Strategies to include community into marketing in development
title_sort critical review of relationship marketing: strategies to include community into marketing in development
publisher Academic Journals
publishDate 2011
url https://repository.urosario.edu.co/handle/10336/27375
_version_ 1676074291230146560
score 12,131701

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