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| Author: | Grönroos, C. |
| Title: | Value-driven Relational Marketing: from Products to Resources and Competences |
| Journal: | Journal of Marketing Management
1997 : JUL, Vol. 13:5, p. 407-439 |
| Index terms: | VALUE ANALYSIS MARKETING CONCEPT MARKETING SYSTEMS |
| Language: | eng |
| Abstract: | Marketing from a relational perspective, or relationship marketing, requires that a firm offers more resources and activities than a core product (goods or services) in order to satisfy the long-term value needs of its customers. In the present article a value-driven approach to how such long-term needs are fulfilled is discussed. The analysis goes beyond the product concept and develops a resources-and-competencies approach to the market offer. However, a relational approach to marketing can be expected to be succesful only if the firm adopts a true relational intent and the customer is in a relational mode. Therefore, the concepts of relational and transactional intent and relational and transactional mode, respectively, are also introduced and discussed. |
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