CMN 2101 Lecture Notes - Lecture 4: Relationship Marketing, Social Currency, Content Analysis
11 Oct 2016
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Document Summary
Purpose:to synthesise foundational theories that have created the foundation of relationship marketing. Relationship marketing as a theory how it contributed to marketing in general: 179, table 2: one of the 4 disciplines that the literature was reviewed for. Consumer value should be calculated from a life cycle. When we think of relational antecedents as a feature of relationship marketing. Relations are based on a relational exchange (transition from transactional exchange), stakeholders perception of value, what"s the background/ history that a stakeholder bring to the relational exchange. Method: content analysis (identifies relational antecedents and relational attitudes as the two most studied features across all 4 disciplines), expert interviews (relationships are based on exchanges) Effective relationship marketing is based on establishing, maintaining and something two dialogue. Research design and method dictated by research question/ purpose. Communication (transmitting/ broadcasting information) and interaction (engagement): 2 facets of relationship marketing. What is the difference between primary and secondary analysis.
