Professional Selling and Relationship Marketing: Moving from Transactional Role-Playing to Partnering

John F. Tanner, Stephen B. Castleberry

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)51-62
Number of pages12
JournalJournal of Marketing Education
Volume17
Issue number3
DOIs
StatePublished - Dec 1995

Bibliographical note

Copyright:
Copyright 2016 Elsevier B.V., All rights reserved.

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