A TEACHING MODEL FOR INTEGRATING THE ALTERNATIVE PHILOSOPHIES OF TRANSACTIONAL, RELATIONSHIP AND ENTREPRENEURIAL MARKETING

Abstract

Observations of industrial and service sector organizations have raised questions about asswning the validity that buyer-seller behavior should continue to be considered as a transactional process. Debate has led to the emergence of the concept known as "relationship marketing." Other researchers have noted variance between classic theories and management practices in highly innovative organizations and posit a concept of' entrepreneurial marketing." Given the variety of trading circumstances facing organizations, perhaps the wisest course is to accept that transactional, relationship and/ or entrepreneurial marketing all offer opportunities for firms to optimize performance.