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Marketing management is the strategic organizational discipline that focuses on the practical application of marketing orientation, techniques and methods inside ...
The first axiom (FP1) ' Service is the fundamental basis of exchange ' is based on the previously introduced definition of service as the application of operant resources (primarily knowledge and skill) for the benefit of another actor. S-D logic argues that it is always fundamentally service, rather than goods, per se, that actors exchange as ...
Relationship marketing refers to an arrangement where both the buyer and seller have an interest in a more satisfying exchange. This approach aims to transcend the post-purchase-exchange process with a customer in order to make richer contact by providing a more personalised purchase, and using the experience to create stronger ties.
Marketing is currently defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". [14] However, the definition of marketing has evolved over the years.
Expanding the concept of marketing enables non-commercial aspects of exchanges to be taken into account, along with the reinforcement of the relational aspect of the exchange and the powerful development of marketing tools and techniques. These tools include systems for:
Social exchange theory is a sociological and ... The same investment concept is applied in relationship marketing. ... Journal of Knowledge Management ...
This is an example of "Integrated Marketing Communications", in which multiple marketing channels are simultaneously utilized to increase the strength and reach of the marketing message. Like television, radio marketing benefits from the ability to select specific time slots and programs (in this case in the form of radio stations and segments ...
The "marketing mix" (also known as the four Ps) is a foundation concept in marketing and has defined the so-called managerial approach since the 1960s. The marketing mix or marketing program is understood to refer to the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market". [40]