haku: @indexterm Exchange control / yhteensä: 57
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| Tekijä: | Jancic, Z. Zabkar, V. |
| Otsikko: | Impersonal vs. Personal Exchanges in Marketing Relationships |
| Lehti: | Journal of Marketing Management
2002 : SEP, VOL. 18:7-8, p. 657-672 |
| Asiasana: | MANAGEMENT MARKETING ANALYTICAL REVIEW EXCHANGE CONTROL |
| Kieli: | eng |
| Tiivistelmä: | 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 the authors are searching for the theory that will help to transcend the action oriented marketing philosophy. The authors' 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 the authors discuss marketing relationships and extreme types of marketing perspectives. |
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