Skip to main content

Impersonal vs. Personal Exchanges in Marketing Relationships

Buy Article:

$55.00 plus tax (Refund Policy)

Abstract:

Considerations about the future of marketing discipline bring to the surface an important question of marketing relationships management. The aim of this paper is to analyse the phenomenon of marketing relationships as a paradigmatic shift in the marketing discipline. Through the critique of marketing management approach we are searching for the theory that will help to transcend the action oriented marketing philosophy. Our discussion is rooted in the social exchange theory and the two fundamental processes of human exchange interactions – the process of friendship building and the process of power relations. Through the application of the analysis of the processes of interpersonal relations we discuss marketing relationships and extreme types of marketing perspectives: power relations, intrusive selling, conventional marketing exchange and marketing relationships. Conventional (transactional) marketing management and marketing relationships fundamentally at odds with one another, resembling the old Chinese concepts of yin and yang. We conclude that managers are facing the problem of "schizomarketing disorientation", when entering into different marketing processes with different segments of customers.

Keywords: MARKETING MANAGEMENT; MARKETING RELATIONSHIPS; SOCIAL EXCHANGE THEORY; YIN AND YANG

Document Type: Research Article

DOI: https://doi.org/10.1362/0267257022780705

Publication date: 2002-08-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more