Application of the Relationship Paradigm to Social Marketing
Raval, Dinker, Subramanian, Bala, Raval, Bina, Competition Forum
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 …
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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.
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