Show simple item record

dc.contributor.authorAbeysekera, Nalin
dc.contributor.authorWickramasinghe, Ananda
dc.date.accessioned2019-06-03T09:40:04Z
dc.date.available2019-06-03T09:40:04Z
dc.date.issued2012
dc.identifier.urihttp://repository.ou.ac.lk/handle/94ousl/279
dc.description.abstractWith 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.en_US
dc.language.isoen_USen_US
dc.publisherInternational Journal of Trade and Global Marketsen_US
dc.subjecttransformational leadership;en_US
dc.subjectrelationship marketing;en_US
dc.subjectsellingen_US
dc.subjectlong-term relationshipsen_US
dc.titleTransforming nobody to somebody: Do transformational leadership and relationship marketing make a difference for sustainable marketing?en_US
dc.typeArticleen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record