African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094


A critical review of relationship marketing: Strategies to include community into marketing in development contexts

Fernando Juárez
Universidad del Rosario, Bogotá, Colombia. 
Email: [email protected]

  •  Accepted: 17 November 2011
  •  Published: 30 December 2011



An argument for relationship marketing strategies from a community organization approach in a development context is presented in this paper. Emphasis is on the conflict among interests of organizations and interests of individuals, as well as on existent differences with transactional and prescriptive-pecuniary individualistic approach. Because of this, it is proposed that different forms of community organization, through using coalitions, grassroots organization, community leadership, empowerment and other forms of development and community building, must be integrated into relationship marketing. This sets a relationship of organizations with individuals embedded in community.


Key words: Relationship marketing, community organization, transaction, functional relationship.