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A critical review of relationship marketing: Strategies to include community into marketing in development contexts

dc.creatorJuárez, Fernando
dc.date.accessioned2020-08-19T14:41:59Z
dc.date.available2020-08-19T14:41:59Z
dc.date.created2011-12-11spa
dc.description.abstractAn argument for relationship marketing strategies from a community organization approach in a development context is presented in this paper. Emphasis is on the conflict among interests of organizations and interests of individuals, as well as on existent differences with transactional and prescriptive-pecuniary individualistic approach. Because of this, it is proposed that different forms of community organization, through using coalitions, grassroots organization, community leadership, empowerment and other forms of development and community building, must be integrated into relationship marketing. This sets a relationship of organizations with individuals embedded in communityeng
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.5897/AJBMX11.019
dc.identifier.issnISSN: 1993-8233
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/27387
dc.language.isoengspa
dc.publisherAcademic Journalsspa
dc.relation.citationEndPage13409
dc.relation.citationIssueNo. 35
dc.relation.citationStartPage3404
dc.relation.citationTitleAfrican Journal Of Business Management
dc.relation.citationVolumeVol. 5
dc.relation.ispartofAfrican Journal Of Business Management, ISSN: 1993-8233, Vol.5, No.35 (2011); pp. 3404-13409spa
dc.relation.urihttps://academicjournals.org/journal/AJBM/article-full-text-pdf/A834CDB23701spa
dc.rights.accesRightsinfo:eu-repo/semantics/restrictedAccess
dc.rights.accesoRestringido (Acceso a grupos específicos)spa
dc.sourceAfrican Journal Of Business Managementspa
dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subject.keywordRelationship marketingspa
dc.subject.keywordCommunity organizationspa
dc.subject.keywordTransactionspa
dc.subject.keywordFunctional relationshipspa
dc.titleA critical review of relationship marketing: Strategies to include community into marketing in development contextsspa
dc.title.TranslatedTitleUna revisión crítica del marketing relacional: estrategias para incluir a la comunidad en el marketing en contextos de desarrollospa
dc.typearticleeng
dc.type.hasVersioninfo:eu-repo/semantics/publishedVersion
dc.type.spaArtículospa
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