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Advances in Relationship Marketing Thought and Practice: The Influence of Social Network Theory

Constance (Connie) Porter is an Assistant Professor in the Marketing Department of Mendoza College of Business, University of Notre Dame. Porter researches trust and relationship management, with an emphasis on interactive, social-media marketing environments. Porter teaches courses in customer relationship management and marketing & technology, where students learn how to build and grow profitable relationships with customers, especially by leveraging the power of information and technology. | Advances in Relationship Marketing Thought and Practice: The Influence of Social Network Theory Presented at the Networks and Complex Systems A talk series at Indiana University Bloomington September 18, 2006 Constance Elise Porter, Ph.D. Assistant Professor of Marketing University of Notre Dame Marketing focuses on the exchange process, making it relational, by definition. Relationship marketing is a dominant paradigm of marketing practice. (Dwyer, Schurr and Oh 1987; Morgan and Hunt 1994) It emerged in the B2B arena because the number of relationships managed were smaller (e.g. B2B sales) Is is now dominant in the B2C arena via due to technology-laden concepts such as “CRM and “One-to-One Marketing” Marketing researchers and practitioners seek to understand relational behavior: Between firms and customers/consumers (traditional) Among customers/Among business partners (emerging work in customer collaboration, customer/professional communities/knowledge networks) The fundamental premise of this talk . Because marketing is relational, social network theory (SNT) helps to advance marketing theory and practice. Discussion Topics A Historical Perspective How does the marketing perspective compare to the sociological perspective? How has SNT advanced relationship marketing thought and practice? What are the three key perspectives of SNT that have influence marketing theory and practice? How have researchers used these perspectives to advance marketing theory and practice? A Look at the Future How do current trends reflect the importance of SNT to marketing thought and practice? How could social network theory enhance my investigation of relationship marketing in virtual communities? A Historical Perspective Marketers use basic SNT concepts, but questions and methods differ. Points of Alignment: Networks are socially connected actors (more than 2) Resources (e.g. information) are transferred among actors in a network There is a flow of resources within the network . | Advances in Relationship Marketing Thought and Practice: The Influence of Social Network Theory Presented at the Networks and Complex Systems A talk series at Indiana University Bloomington September 18, 2006 Constance Elise Porter, Ph.D. Assistant Professor of Marketing University of Notre Dame Marketing focuses on the exchange process, making it relational, by definition. Relationship marketing is a dominant paradigm of marketing practice. (Dwyer, Schurr and Oh 1987; Morgan and Hunt 1994) It emerged in the B2B arena because the number of relationships managed were smaller (e.g. B2B sales) Is is now dominant in the B2C arena via due to technology-laden concepts such as “CRM and “One-to-One Marketing” Marketing researchers and practitioners seek to understand relational behavior: Between firms and customers/consumers (traditional) Among customers/Among business partners (emerging work in customer collaboration, customer/professional communities/knowledge networks) The fundamental .