The utility of the relationship metaphor in consumer markets: a critical evaluation

Article Abstract:

The metaphoric transfer of social exchange theory may have produced valuable information in inter-organizational and service market situations, but its wider effectiveness in consumer market situations remains in doubt. Research in this area has reviewed the role of metaphor in creative thinking and considered the process of metaphoric transfer. It is concluded that relationship marketing does not encourage understanding in ways that can be shared with others. Indeed, the various levels at which the term relationship can be used serve to disguise meaning.

Research, Marketing, Customer relations

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Intimacy or intrusion? the privacy dilemma for relationship marketing in consumer markets

Article Abstract:

Research via group discussion has concluded that relationship building with consumers through direct marketing and database technology does not develop commitment and trust. For the relationship to be successful, marketers should respect an individual's privacy, maintain accuracy, and communicate. Similarly, consumers should provide accurate information and commitment. An overview of the group discussions is given.

Direct Marketing, Surveys, Marketing management, Consumer confidence, Database marketing

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Pedagogy and relationship marketing: opportunities for frame restructuring using African drumming

Article Abstract:

An analysis, using the novel approach of an African drumming circle, on the teaching and learning of relational principles in relationship marketing (RM), is discussed.

Africa, Teaching, Study and teaching, Customer relationship management

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