TY - JOUR
T1 - Professional Selling and Relationship Marketing
T2 - Moving from Transactional Role-Playing to Partnering
AU - Tanner, John F.
AU - Castleberry, Stephen B.
PY - 1995/12
Y1 - 1995/12
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84965751741&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84965751741&partnerID=8YFLogxK
U2 - 10.1177/027347539501700307
DO - 10.1177/027347539501700307
M3 - Article
AN - SCOPUS:84965751741
SN - 0273-4753
VL - 17
SP - 51
EP - 62
JO - Journal of Marketing Education
JF - Journal of Marketing Education
IS - 3
ER -