Role of relationship management and value co-creation in social marketing

Social Marketing Quarterly

Volumn 15, Issue 4, 2009, Pages 112-125

  Desai, Darshan ^a  

^a NIRMA UNIVERSITY   (India)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 79958099468     PISSN: 15245004     EISSN: 15394093     Source Type: Journal    
DOI: 10.1080/15245000903304619     Document Type: Article

References (36)

1. American Marketing Association. (2004). Definition. Marketing News, September 15, 17-18.
2. Andreasen, A. (1995). Marketing social change: Changing behavior to promote health, social development and the environment. San Francisco: Jossey Bass.
3. Andreason, A. R. (2003). The life trajectory of social marketing: Some implications. Marketing Theory, 3, 293-303.
4. Bagozzi, R. P. (1975). Marketing as exchange. Journal of Marketing, 39, 32-39.
5. Boulding, W., Staelin, R., Ehret, M., & Johnston, W. (2005). A customer relationship management roadmap: What is known, potential pitfall, and where to go. Journal of Marketing, 69, 155-166.
6. Christakis, N. A., & Fowler, J. H. (2008). The collective dynamics of smoking in a large social network. New England Journal of Medicine, 358, 2249-2258.
7. Courtney, A. (2004). Using community-based prevention marketing to promote physical activity among Tweens. Social Marketing Quarterly, 10(3/4), 58-61.
8. Dann, S. (2008). Adaptation and adoption of the American Marketing Association 2007 definition for social marketing. Social Marketing Quarterly, 14(2), 92-100.
9. Greenberg, P. (2006). CRM success for fast growing companies. Retrieved August 15, 2008, from http://a.gklmedia.com/pdf/NSwhitepaper_greenberg_crm.pdf
10. Greenberg, P. (2008). A company like me. CRM Magazine, 12(9), 48.
11. Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4-20.
12. Gronroos, C. (2008). Service logic revisited: Who creates value? And who co-creates? European Business Review, 20, 298-314.
13. Harmatz, V. (2004). The importance of branding in the national youth anti-drug media campaign. Social Marketing Quarterly, 10(2), 59-61.
14. Hastings, G. (2003). Relational paradigms in social marketing. Journal of Macromarketing, 23(1), 6-15.
15. Hinde, R. A. (1979). Towards understanding relationships. London: Academic Press.
16. TM campaign tools to motivate tweens to be physically active. Cases in Public Health Communication and Marketing, 2, 126-139.
17. Keller, K. L. (1998). Strategic brand management. Upper Saddle River, NJ: Prentice-Hall.
18. Kotler, P., & Lee, N. (2008). Social marketing: Influencing behaviors for good (3rd ed.). Thousand Oaks, CA: Sage Publications.
19. Lee, N. (2007). It's all about the customer: Commercial perspectives on customer-centric marketing and managing the customer relationship. Social Marketing Quarterly, 13(3), 12-16.
20. Lefebvre, C. (2007). The new technology: The consumer as participant rather than target audience. Social Marketing Quarterly, 13(3), 31-42.
21. Lefebvre, C. (2008). The audience as producer. Retrieved September 29, 2008, from http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2008/08/the-audience-as-producer.html
22. Long, T., Taubenheim, A. M., Wayman, J., Temple, S., & Ruoff, B. A. (2008). The Heart Truth: Using the power of branding and social marketing to increase awareness of heart disease in women. Social Marketing Quarterly, 14(3), 3-29.
23. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20, 709-734.
24. Mollar, K., & Halinen, A. (2000). Relationship marketing theory: Its roots and direction. Journal of Marketing Management, 16, 29-54.
25. Monaghan, P. F., Bryant, C. A., Baldwin, J. A., Zhu, Y., Ibrahim, B., Lind, J. D., et al. (2008). Using community-based prevention marketing to improve farm worker safety. Social Marketing Quarterly, 14(4), 71-87.
26. Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. Academy of Management Review, 23, 242-267.
27. Nathan, R., Masanja, H., Mshinda, H., Schellenberg, J. A., De Savigny, D., Lengeler, C., et al. (2004). Mosquito nets and the poor: Can social marketing redress inequities in access? Tropical Medicine and International Health, 9, 1121-1126.
28. Niu, H. (2007). Trust as a fundamental element to manage the potential social risks of human bio- banks. Two stages to build the relationships of trust. Retrieved April 3, 2009, from http://www.ifz.tugraz.at/index_en.php/filemanager/download/1095/Niu-Trust-biobank%20%5BSchreibgesch%C3%BCtzt%5D.pdf
29. Prahalad, C. K., & Ramaswami, V. (2004). The future of competition: Co-creating unique value with customers. Boston: Harvard Business School Press.
30. Schwartz, B. (2007). Transferring commercial perspectives on consumer focus to social marketing. Social Marketing Quarterly, 13(3), 17-21.
31. Tanis, M., & Postmes, T. (2005). A social identity approach to trust: Interpersonal perception, group membership and trusting behavior. European Journal of Social Psychology, 35, 413-424.
32. Tellefsen, T., & Thomas, G. P. (2005). The antecedents and consequences of organizational and personal commitment in business service relationships. Industrial Marketing Management, 34(1), 23-37.
33. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1-17.
34. Vargo, S. L., & Lusch, R. F. (2008). Service dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
35. Wilson, D. T. (1995). An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science, 23, 335-345.
36. Wood, M. (2008). Applying commercial marketing theory to social marketing: A tale of 4Ps (and a B). Social Marketing Quarterly, 14(1), 76-85.