Application of the Relationship Paradigm to Social Marketing
Raval, Dinker, Subramanian, Bala, Raval, Bina, Competition Forum
EXECUTIVE SUMMARY
This paper makes a case for a broad-based and eclectic theoretical base for social marketing. Relationship oriented social marketing strategies can achieve durable and sustainable results in contrast to transactions based approaches. It offers a rationale for the natural fit between the relationship paradigm and social marketing. Social marketers need to understand different types of relationships and use the understanding to create appropriate strategies and tactics. The paper offers a typology of relationships as a basic tool for use by social marketers and offers a definition of relationship in the social marketing context.
Keywords: Relationship …
The rest of this article is only available to active members of Questia
Sign up now for a free, 1-day trial and receive full access to:
- Questia's entire collection
- Automatic bibliography creation
- More helpful research tools like notes, citations, and highlights
- Ad-free environment
Already a member? Log in now.
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information:
Article title: Application of the Relationship Paradigm to Social Marketing.
Contributors: Raval, Dinker - Author, Subramanian, Bala - Author, Raval, Bina - Author.
Journal title: Competition Forum.
Volume: 5.
Issue: 1
Publication date: January 1, 2007.
Page number: 1+.
© American Society for Competitiveness 2006.
Provided by ProQuest LLC. All Rights Reserved.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.
One moment ...
- Georgia
- Arial
- Times New Roman
- Verdana
- Courier/monospaced
Reset