TY  - JOUR
TI  - Relationship development and marketing communication:  an integrative model
AU  - Houman Andersen, Poul
PY  - 2001
PB  - Emerald
LA  - eng
AB  - 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.
UR  - https://doi.org/10.1108/08858620110389786
DO  - 10.1108/08858620110389786
T2  - The journal of business & industrial marketing
VL  - 16
IS  - 3
SN  - 2052-1189
SN  - 0885-8624
SP  - 167-183
UR  - https://www.pollux-fid.de/r/cr-10.1108/08858620110389786
H1  - Pollux (Fachinformationsdienst Politikwissenschaft)
ER  -