Relationship development and marketing communication: an integrative model
Abstract
Develops a model which integrates the development of marketing relationships with marketing communication practice. Especially within the realm of relationship marketing thinking, communication may be understood as an act of persuasion. Using three classical rhetorical elements, we may see this process as developing an understanding of the communicator’s intentions and qualities (ethos) and the communication climate (pathos), both of which are necessary for engaging in constructive dialogues with customers (logos). On this basis, the paper outlines a model for integrating practices of marketing communication with relationship building and illustrates the model using a case study from a Danish bank as a reflective device.
Keywords
Citation
Houman Andersen, P. (2001), "Relationship development and marketing communication: an integrative model", Journal of Business & Industrial Marketing, Vol. 16 No. 3, pp. 167-183. https://doi.org/10.1108/08858620110389786
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited