A Systematic Approach to the Buyer-Seller Relationships

Søren Hougaard () and Mogens Bjerre ()

Chapter 2. in The Relationship Marketer, 2009, pp 35-46 from Springer

Abstract: Abstract That marketing should be regarded as exchanges in dyadic relationships, i.e. the two parties involved are regarded as a “closed” relationship without interference from outside, is not a recent observation.10 However, it still seems to be new to many marketers that focus must be on the outcome for both parties - simultaneously. In addition to this, one of the most significant differences between relationship marketing and traditional marketing is that it is necessary to identify the needs and demands of the customer’s customers in order to satisfy the customer’s demands in an on-going perspective. This does not only require a clear understanding of the customers’ demands, but also the customers’ motivations to formulate their demands in the way they have. This is comparable to the change of focus when selling a product because of its features to focus on the customer’s benefits from using the product.

Keywords: Relationship Marketing; Social Unit; Dyadic Relationship; Marketing System; Marketing Concept (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-03243-1_2

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DOI: 10.1007/978-3-642-03243-1_2

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