A Communication-Based Marketing Model for Managing Relationships

TLDR

Recent shifts in communication and marketing theory reveal growing intersections, and increased interactivity has made communication an even more valuable marketing element by linking many points between the disciplines. The authors propose a communication‑based model of relationship marketing, arguing that communication—not persuasion—is the foundation of new customer‑focused marketing. They construct the model around three intersection points—messages, stakeholders, and interactivity—linking communication and marketing. Interactive communication at corporate, marketing, and marketing‑communication levels generates brand relationships that drive brand value.

Abstract

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.