Marketing communication: principles and practice

The interactive dimension
examines the balance of power between
buyers and sellers in interdependent exchange relationships, considers
relations and effects, recognizes that either party may conduct marketing
functions, and adopts an interactionism perspective in recognizing that
neither party acts in isolation.
4
The non-interactive dimension
considers the buyer to be passive and
to have their behaviour acted upon by the active producer through
persuasion and buying and selling.
I N T R O D U C T I O N
6
BOX 1.2 COMMENT: BRANSON’S PERSPECTIVE ON THE
FUTURE OF BUSINESSES
Richard Branson does not believe that the Internet will be the driver of business.
Corporations must focus on what their customers want and not on what they own.
Successful businesses will be organised virtually – they will contract with third
parties to provide services to their customers. They will concentrate on personal
relationships with their customers. Assets will be those resources that provide value
to customers. They will be owned, according to Branson, by those who are best able
to give personal service. Customers will get cheaper and better quality of service.
Mobile phones and transport are examples.
(
Shares
, 8 January 2000)

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I N T R O D U C T I O N
7
Table 1.1
The total field of marketing theory
‘School’ of marketing thought Focus of theory
Comments
Commodity
The objects of market 
transactions – i.e. distribution
Functional
The marketing functions 
performed in market 
transactions
Regional
Spatial separations between 
buyers and sellers
Institutional
Intermediaries and channels 
of distribution
Functionalist
The function of marketing 
systems
Managerial (micro-
Marketing practice
Urges marketers to analyse
marketing)
consumer/customer needs. 
Emphasizes the marketing 
concept. Too simplistic, 
constraining and artificial in
emphasizing the ‘marketing 
mix’. Assumes economic 
values dominant
Buyer behaviour
Marketing from the buyer’s 
Concentrates on purchase
perspective
and brand choice behaviour
– but from consumer, 
packaged goods field
Activist
Ad hoc issues of consumer 
interests
Macro-marketing
The relationship between 
Useful if the organization’s
marketing and society
stakeholders are the ‘society’
Organizational dynamics
Psychological aspects of 
behaviour of marketing 
channel members
Systems
All functions and institutions 
of marketing and marketing 
as an institution in society
Social exchange
The market as the focal point Exchange is seen as the
of exchanges
fundamental foundation of 
marketing
Source
: Adapted from Sheth 
et al
., 1988

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In considering these dimensions, two particular dichotomies are of interest:
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