Building Holistic Relationship Communication Programs In An Interactive Marketplace
A new communication process model
Don E. SchultzNorthwestern University andKirsti Lindberg-RepoCenter for Relationship Marketing
Introduction
The emergence of customer relationship management as a key managerial tool for the 21st century has created a new need to understand the communication activities and processes that occur between the marketer and the customer. In this paper, we provide a holistic model in which the company and the consumer perspectives are considered as co-equivalent parts of what we term a relationship communication system.
We begin by challenging the core assumptions of...