Developments in Studies on the Relationship between Firm and Consumer: A Structurationist View

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Author(s): Gianpaolo Basile (University of Salerno, Italy)
Copyright: 2013
Pages: 16
Source title: Customer-Centric Marketing Strategies: Tools for Building Organizational Performance
Source Author(s)/Editor(s): Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania)and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-4666-2524-2.ch001

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The framework proposed provides both practitioners and researchers with a more structured model describing the dynamic existing between companies/brands and individuals/consumers and its effect on the players involved and on their reference contexts. According to such an approach, the company needs to lay down contextual behaviour plans that will allow communicating with the individual on the basis of an adequate knowledge of both his/her profile and the contextual influences affecting his/her behaviour.

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Developments in Studies on the Relationship between Firm and Consumer: A Structurationist View

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