Ítem
Acceso Abierto
The community in business : Strategic relationship between companies and environment and marketing
Título de la revista
Autores
Juárez, Fernando
Archivos
Fecha
2014
Directores
ISSN de la revista
Título del volumen
Editor
Citations
Métricas alternativas
Resumen
Abstract
Community language is not unrelated to companies (Chaston & Mangles, 2001), which define
their activities as a benefit for community through sales of products or services. They also use in the social responsibility activities (Kakabadse, Rozuel, & Lee-Davies, 2005; Korhonen, 2002) in the communitycorporation involvement (Burke, 1999) that adds value to the latter ones (Rochlin, & Christoffer, 2000, p.1) in regards to the social marketing (Whitcombe, 2009) aiming to the elimination of barriers that hamper the implementation of social programs (McKenzie-Mohr,
2000a, 2000b), or, with a strategic view, in regards to the shared value that benefits community and companies at the same time (Porter & Kramer, 2011). There are, of course, many other ways to incorporate such language in companies. Marketing activities constitute the interaction
between the environment and the companies, which are self-centered during their operations. Such activities have had functional, transactional, competitive, mixed, integral, relational aspects, among others. The latter one is an example of the wide possibilities when making work a relationship beyond the commercial elements. The relational marketing is characterized by
the emphasis given to the maintenance and improvement of the relationship with the customer
(Berry, 1995; Payne & Frow, 2006). It is an individual relation that foster brand fidelity and new interactions between the two parts. Nevertheless, as it is not possible to create personal bonds in a massive ways, relational marketing is surpassed by its own goals and became a systematized mechanism of products promotion under the appearance of relation (see Juárez, 2011), where the basis is customer satisfaction; as it was a functional model (see Smalley & Fraedrich, 1995) but with a higher independence from the product.
Palabras clave
Negocios , Mercadeo
Keywords
Marketing
