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

Journal Article


Abstract


  • With a complex, dynamic and fiercely competitive business

    environment and consumerism, sustainable relationship marketing is a hallenge

    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.

Publication Date


  • 2012

Citation


  • Abeysekera, N. & Wickramasinghe, A. (2012). Transforming nobody to somebody: Do transformational leadership and relationship marketing make a difference for sustainable marketing?. International Journal of Trade and Global Markets, 5 (1), 31-42.

Ro Metadata Url


  • http://ro.uow.edu.au/gsbpapers/364

Number Of Pages


  • 11

Start Page


  • 31

End Page


  • 42

Volume


  • 5

Issue


  • 1

Abstract


  • With a complex, dynamic and fiercely competitive business

    environment and consumerism, sustainable relationship marketing is a hallenge

    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.

Publication Date


  • 2012

Citation


  • Abeysekera, N. & Wickramasinghe, A. (2012). Transforming nobody to somebody: Do transformational leadership and relationship marketing make a difference for sustainable marketing?. International Journal of Trade and Global Markets, 5 (1), 31-42.

Ro Metadata Url


  • http://ro.uow.edu.au/gsbpapers/364

Number Of Pages


  • 11

Start Page


  • 31

End Page


  • 42

Volume


  • 5

Issue


  • 1