The informative and persuasive components of pharmaceutical promotion – An argument for why the two can coexist
Michel Rod and Sarena SaundersVictoria University of Wellington
INTRODUCTION
Numerous authors have concluded that relationship marketing (RM) represents a paradigm shift in marketing (Grönroos 1990, 1994; Parvatiyar et al.1992; Webster 1992; Sheth & Parvatiyar 1993, 1995) – from a preoccupation with the 'four Ps' of the marketing mix and short-term, transaction-orientated goals to long-term relationship-building goals. The RM literature has thus emphasised the identification and operationalisation of various factors believed to be important in developing and maintaining collaborative/cooperative...