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Marketing transakcji a marketing relacji

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Dziedzic D., Szymańska A. I.
Zeszyty Naukowe Wyższej Szkoły Ekonomii i Informatyki w Krakowie
|
2011
|
issue 7
205-214
PL
Autorki wskazują na zespół różnic w koncepcjach pomiędzy marketingiem transakcyjnym a marketingiem relacji, ze wskazaniem na konsekwencje dla procesu zarządzania.
EN
Nowadays more often we can find nearby the word marketing an adjective, which describes the way of each element and task of marketing fining. That's why transactional (classical) marketing means traditional philosophy of marketing. In that case marketing is perceived as a set of activities, which helps to sell manufactured goods. However relational (affiliate) marketing "is seen as profitable building, maintaining and developing relationships with consumers and other partners implementation of the mutual objectives of both parties through the exchange of values and compliance commitments". (original abstract)
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