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| Author: | Tomer, J. |
| Title: | Beyond transaction markets toward relationship: marketing in the human firm: a socio-economic model |
| Journal: | Journal of Socio-Economics
1998 : VOL. 27:2, p. 207-228 |
| Index terms: | SOCIAL ECONOMICS MODELS MARKETING |
| Language: | eng |
| Abstract: | Relationship marketing involving a long-term, symbolic learning partnership between buyer and seller is an important new development that is dramatically different from transaction oriented marketing in which the aim of the seller is simply to close a specific sale. The socio-economic model developed in this paper explains the firm's choice of marketing orientation, i.e., where the firm will locate on the spectrum from transaction orientation to relationship marketing orientation. |
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