From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

Step-Change: Micro-Entrepreneurs’ Entry into the Middle-Class Market

“…Relationship management refers to all business activities directed towards initiating, establishing, maintaining, and developing successful long-term relational exchanges with social ties and systems in which the business prospers (Grönroos, 1994). These relationships take time to be built and also require time to be maintained, highlighting the importance of their management (Gummesson, 1987).…”

“…Entrepreneurs should know which relationships to invest in further or divest themselves of, and which relationships to keep on a transactional level because they lack reciprocal value (Gummesson, 1994;Moyes, Whittam, & Ferri, 2012). In the context of making a step-change, entrepreneurs may develop five activities to access resources and maintain a low cost of network maintenance: assessing relationship value, scanning relationship opportunities, developing new relations, continuing relationships, and abandoning former relations (Grönroos, 1994;Gummesson, 1987). These five activities require relational competences, such as communication capabilities, leadership capabilities, group membership capabilities, partnership capabilities and cognitive abilities to bring changes in one's business such as detecting missing knowledge or information for improvement and where and how to obtain it (Agarwal, 2010;Kabeer, 2005).…”

Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras

“…Outra abordagem foi proposta por Grönroos (1994) que sublinha que, para além do impacto na compra e na decisão de repetição da compra, a interação do vendedor com o cliente providencia uma oportunidade de marketing para a organização, fazendo dos colaboradores não pertencentes à área do marketing, funcionários de marketing em part-time (George, 1990;Grönroos, 1994). Assim, é necessário que os trabalhadores tenham orientação para o cliente e espírito comercial, sendo que, para este autor, o objetivo do marketing interno é fazer com que os funcionários estejam motivados e focalizados no cliente.…”

Agent-Based Modelling, a New Kind of Research

“…Specialising (Smith, 1776), Learning (Wright, 1936;Yelle, 1979), Increasing scale (Florence, 1933;Dixon & Wilkinson, 1986), Combining (Richardson, 1972;Baldwin & Clark, 2000), Limiting (Stigler, 1951;Shove, 1930), Growing (Boulding, 1953;Penrose, 1959), Intermediating (Hall, 1949), Outsourcing (Robinson, 1931), Coordinating (Commons, 1931;Coase, 1937;Richardson, 1972), Exploration and Exploitation (March, 1991) Business Mating Finding, Being found, Searching (Frazier, 1983), De ning criteria (Anderson & Narus, 1991), Informing (Havila & Wilkinson, 2002;Li & Rowley, 2002), Promoting (Dwyer et al, 1987), Targeting (Hedaa, 1996), Assortative mating (Wilkinson et al, 2005), Evaluating (Anderson & Narus, 1991) Business Dancing Getting Acquainted (Dwyer et al, 1987), Learning (Narayandas & Rangan, 2004), Negotiating (Bergen et al, 1992;Mallen, 1967), Bonding (Bitner, 1995;Grönroos, 1994;Narayandas & Rangan, 2004), Sensemaking (Welch & Wilkinson, 2002), Socialising (Håkansson, 1982;Heide & John, 1990), Coordinating through contracts (Grossman & Hart, 1980;Hart & Moore, 1990), Coordinating through other arrangements …”