Relationship development and marketing communication: an integrative model

JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, VOL. 16 NO. 3 2001, pp. 167-182,

AUTHOR:
Poul Houman Andersen
Professor, Department of International Business, The AÊ rhus School of  Business, AÊ rhus, Denmark

ABSTRACT:

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.

Keywords Relationship marketing, Marketing communications, Channel relationships,
Industrial marketing

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