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Balancing Transactions and Relationships: Insights from customer interactions in PR and advertising
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Departing from a theoretical problem, reinforced by a practical dilemma, this study set out to

explore the dialectics between the transactional and relationship perspective that PR and

advertising marketers must handle in their customer relations. Formulating the study from

established transaction and relationship marketing theories and using qualitative interviews

with PR and advertising practitioners, we have explored how two contradicting perspectives

surface in the customer interactions. The results show that there is a need for both

perspectives to coexist and that the balance in between them is constantly shifting.

Place, publisher, year, edition, pages
2015. , 44 p.
Keyword [en]
transaction, relationship, PR, advertising, oscillation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-247243OAI: oai:DiVA.org:uu-247243DiVA: diva2:795347
Subject / course
Business Studies
Educational program
Bachelor Programme in Business and Economics
Supervisors
Available from: 2015-03-16 Created: 2015-03-16 Last updated: 2015-03-16Bibliographically approved

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Balancing Transactions and Relationships(785 kB)129 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf