A Communication-Based Marketing Model for Managing Relationships
提出以沟通而非说服为核心的关系营销模型，从信息、利益相关者和互动性三个交叉点出发，说明企业、营销和营销传播三个层面的互动沟通如何驱动品牌关系与品牌价值。
The authors propose a communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the "new" customer-focused marketing efforts. The authors trace recent parallel shifts in communication and marketing theory and show the intersections between communication and marketing. Although communication always has been a critical element in marketing, the authors show how the increase in interactivity makes communication an even more valuable element of marketing by identifying those many points that link the two disciplines. Using the three key points at which the two disciplines intersect—messages, stakeholders, and interactivity—the authors develop a communication-based model of marketing. They demonstrate how interactive communication at three levels—corporate, marketing, and marketing communication—leads to the brand relationships that drive brand value.