Abstract:
The premise of this paper is that relationship marketing should be equated with ethical marketing. That is, ethical concepts are at the root of long term associations between companies. The field of virtue ethics is especially appropriate to this field. We propose that the virtues most consistent with relationship marketing are trust, commitment and diligence. Each are discussed in some depth along with both applications and future prospects.
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Relationship marketing
Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
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Relationship marketing and design participation
Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
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Research Papers
Knowledge discovery for efficient relationship marketing
Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research
Author: Wolfgang Schweiger
 
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