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Marketing as an Interaction System

Author

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  • Varey, Richard J.

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.

Suggested Citation

  • Varey, Richard J., 2008. "Marketing as an Interaction System," Australasian marketing journal, Elsevier, vol. 16(1), pages 79-94.
    • Handle: RePEc:eee:aumajo:v:16:y:2008:i:1:p:79-94
    DOI: 10.1016/S1441-3582(08)70007-7
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    Cited by:

    1. Reynaldo G. Rivera, 2023. "A human-to-human approach to social marketing for sustainability and development," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 551-558, September.
    2. Cecilia Solér, 2012. "Conceptualizing Sustainably Produced Food for Promotional Purposes: A Sustainable Marketing Approach," Sustainability, MDPI, vol. 4(3), pages 1-47, March.

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