Marketing as an Interaction System

Richard J. Varey

Australasian marketing journal, 2008, vol. 16, issue 1, 79-94

Abstract: Marketing thinkers identify concepts of relationship, interaction, and network as useful. Edgar Crane (1972) saw interaction as essential to buyer-seller decision-making. David Ford, Kristian Möller, and Håkan Håkansson followed with explanations of how marketing operates. Christian Grönroos expanded the horizon with ‘interactive marketing’. Evert Gummesson saw interaction as “active contact” and all marketing as relationships and interaction in networks. The Relationship Marketing field flourished – at least for a time.

Keywords: social interaction; social exchange; social system; marketing system; communication theory; marketing communication; market network (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:16:y:2008:i:1:p:79-94

DOI: 10.1016/S1441-3582(08)70007-7

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