Professional Selling and Relationship Marketing: Moving from Transactional Role-Playing to Partnering
- 1 December 1995
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 17 (3) , 51-62
- https://doi.org/10.1177/027347539501700307
Abstract
Relationship marketing is growing in importance, but academia has been slow to find methods of incorporating it into existing courses. Partnering, a form of relationship marketing, involves personal selling strategies designed to build relationships. This article presents methods by which traditional, single-transaction role-playing in professional selling courses can be redeveloped into partnering role-playing, which more accurately reflects the nature of professional selling in the relationship marketing paradigm.Keywords
This publication has 6 references indexed in Scilit:
- Relationship Marketing: Time to Enrich the Marketing Curriulum?Journal of Marketing Education, 1994
- Selling and Sales Management in Action: The Use of Insight Coaching to Improve Relationship SellingJournal of Personal Selling & Sales Management, 1992
- Avoiding the Guillotine Effect after Video-Taping Role PlaysMarketing Education Review, 1991
- Videotaped Role Playing in the Personal Selling Classroom: A Practical GuideJournal of Marketing Education, 1989
- Developing Buyer-Seller RelationshipsJournal of Marketing, 1987
- The Use of Videotaped Cases in the Teaching of MarketingJournal of Marketing Education, 1983