Website: http://www.strategic-planet.com
Rank: 536 / 692
2 selected articles
Marketing Theory of Exchange - Strategic-Planet
Back in 1975 a chap called Bagozzi introduced the Marketing Theory of Exchange that has become essential to all elements of marketing research and practice. He posited that there were three types of exchange: Restricted, General and Complex. What we are going to now do is see how it relates to social marketing.
The first, 'Restricted Exchange' (see figure 1) refers to a two party reciprocal relationship and is the classical customer (A) to salesman (B) association or in the context of social marketing the targeted individual and the social marketing organisation.
Figure 1: Bagozzi's Restricted...
Related topics : social exchange theory relationship marketing / exchange theory social marketing / health promotion social marketing theory / marketing social research association / research articles on social marketing
A PESTLE Analysis for the Pharmaceutical Industry.
|By: Alan Shaw 31 Comments
It never ceases to amaze me why so many businesses fail to take the time to look at the macro and the micro environments when completing their business plans and strategies. These external forces will play a big part in shaping the final outcome of the ultimate corporate achievement. Yet, most managers focus only on internal factors and it is fair to say that sales...
Related topics : pestle analysis social networking industry / new online social network / social media and technology / social media opportunity or threat / social media changed communication
2 Resources