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Transforming nobody to somebody : do transformational leadership and relationship marketing make a difference for sustainable marketing?
journal contribution
posted on 2017-12-06, 00:00 authored by N Abeysekera, A WickramasingheWith 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
5Issue
1Start Page
31End Page
42Number of Pages
12eISSN
1742-755XISSN
1742-7541Location
SwitzerlandPublisher
InderscienceLanguage
en-ausPeer 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