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t. e. Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction rather than sales transactions. [ 1 ][ 2 ] It differentiates from other forms of marketing in that it recognises the long-term value of customer relationships and extends communication beyond ...
Social exchange theory is a sociological and psychological theory that studies the social behavior in the interaction of two parties that implement a cost-benefit analysis to determine risks and benefits. The theory also involves economic relationships—the cost-benefit analysis occurs when each party has goods that the other parties value. [ 1 ]
Marketing communications include advertising, promotions, sales, branding, campaigns, events, and online promotions. [3] The process allows the public to know or understand a brand and get a clear idea of what the brand has to offer. Brand awareness is the first stage, then brand preference over its competitors is the desired outcome.
Dialogue Marketing uses a combination of traditional and technological efforts to reach customers, invite them to connect, foster ongoing relationships and forge new ones. Dialogue marketers work with companies to design customized engagement plans and processes that are not only effective and efficient but sustainable and measurable.
Knapp's relational development model. Knapp's relational development model portrays relationship development as a ten step process, broken into two phases. Created by and named after communication scholar Mark L. Knapp, the model suggests that all of the steps should be done one at a time, in sequence, to make sure they are effective.
Marketing co-operation. A marketing co-operation or marketing cooperation is a partnership of at least two companies on the value chain level of marketing with the objective to tap the full potential of a market by bundling specific competences or resources. Other terms for marketing co-operation are marketing alliance, marketing partnership ...
Public Sector Marketing. Public sector marketing is about managing the relationships between government organizations, the public sector, and other parties that are seeking services from them. These parties can include individuals, groups of individuals, organizations, or communities. [1]
Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. [1][2][3] Many current examples of social advertising use a particular Internet service to collect social information, establish and maintain relationships with consumers, and for delivering ...
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