Relational orientation in management Revisiting the concepts of relationship and communication

Relational orientation in management Revisiting the concepts of relationship and communication The concept of relationship marketing is established in the general management and marketing literature. Almost all of the thinking and practice has emanated exclusively from marketing scholars and practitioners. A contribution towards better understanding the communication issues is presented by reconsidering the nature of managed human communication as a fundamental management function, and a reconsideration of the social nature and function of human relationships. This requires recognition that the field of public relations also deals with relationships. Some implications for individual managers are identified which do not depend on the scgmentalist functional view of marketing as an economic tool of persuasion. As communication occurs within the context of the communicators' multiplex relationships and relational roles, and these relationships define how to interpret the content of communication episodes, business managers can benefit from awareness of the impact of relationship status on the communication process and of communication events on their relationships. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Relational orientation in management Revisiting the concepts of relationship and communication

Journal of Communication Management, Volume 3 (2): 21 – Apr 1, 1998

Loading next page...
 
/lp/emerald-publishing/relational-orientation-in-management-revisiting-the-concepts-of-XaVU9ny0QA
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1363-254X
DOI
10.1108/eb023489
Publisher site
See Article on Publisher Site

Abstract

The concept of relationship marketing is established in the general management and marketing literature. Almost all of the thinking and practice has emanated exclusively from marketing scholars and practitioners. A contribution towards better understanding the communication issues is presented by reconsidering the nature of managed human communication as a fundamental management function, and a reconsideration of the social nature and function of human relationships. This requires recognition that the field of public relations also deals with relationships. Some implications for individual managers are identified which do not depend on the scgmentalist functional view of marketing as an economic tool of persuasion. As communication occurs within the context of the communicators' multiplex relationships and relational roles, and these relationships define how to interpret the content of communication episodes, business managers can benefit from awareness of the impact of relationship status on the communication process and of communication events on their relationships.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Apr 1, 1998

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off