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Transforming nobody to somebody : do transformational leadership and relationship marketing make a difference for sustainable marketing?

journal contribution
posted on 06.12.2017, 00:00 authored by N Abeysekera, A Wickramasinghe
With a complex, dynamic and fiercely competitive business environment and consumerism, sustainable relationship marketing is a challenge that is critical for businesses. The concept of transformational leadership can be considered as the most influential over the last two decades in changing the ways that businesses are operating – in particular, in marketing their products, and attracting, delighting and retaining customers for the long run. This conceptual paper examines the relationship between transformational leadership and relationship marketing in the context of selling. In particular, the usage of trust and commitment used by both theories has been discussed extensively. Ultimately this study will try to link transformational leadership with relationship marketing while suggesting the use of these concepts side by side for better sustainable marketing.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Volume

5

Issue

1

Start Page

31

End Page

42

Number of Pages

12

eISSN

1742-755X

ISSN

1742-7541

Location

Switzerland

Publisher

Inderscience

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Arts, Business, Informatics and Education; Institute for Resource Industries and Sustainability (IRIS); Open University of Sri Lanka;

Era Eligible

Yes

Journal

International journal of trade and global markets.