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The Convergent Roles of Marketing an...

Hall, Ligia Delores.

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The Convergent Roles of Marketing and Leadership Strategy in Relationship Management.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Convergent Roles of Marketing and Leadership Strategy in Relationship Management./
Author:	Hall, Ligia Delores.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	131 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-02, Section: A.
Contained By:	Dissertations Abstracts International81-02A.
Subject:	Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13858399
ISBN:	9781085561457

The Convergent Roles of Marketing and Leadership Strategy in Relationship Management.
Hall, Ligia Delores.

The Convergent Roles of Marketing and Leadership Strategy in Relationship Management. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 131 p.

Source: Dissertations Abstracts International, Volume: 81-02, Section: A.

Thesis (Ph.D.)--Northcentral University, 2019.

This item must not be sold to any third party vendors.

Relationships are central to organizational success or failure and organizations continue to suffer from both employee and client turnover. Such challenges directly and negatively impact organizational capacity and bottom line productivity. The theory of planned behavior (TPB), relationship marketing theory (RM), and leaderhsip theory, are the fundamental foundations of this study. The aforementioned theories were selected because they work together to understand, establish, predict, and control behaviors between leaders and employees and marketers and consumers or clients. This study was conducted to determine whether or not a relationship existed within the relationship-building process between leaders and employees and between marketers and consumers or clients. A case study investigated the processes of relationship-building and management within a media company located in Southwest Florida. Face-to-face interviews took place with executive leadership and a follow-up focus group with marketing and advertising personnel took place thereafter. The demographics and experiential backgrounds of all participants varied. The same questions were posed to both executive leadership and the focus group for validation. Thematic analysis was used to compile the findings into concise conclusions. Results uncovered that a relationship does exist within the process of relationship development and management between leaders and employees, and between marketers and consumers or clients. The three underlying themes believed to answer the challenges of employee and consumer or client turnover and loyalty are as follows: Regular transparent communication, trust, and individual accountability. Additionally, transparency and trust through use of TPB can uncover attitudinal positions of the constituents of any given relationship, as well as enable informed presumption and prediction for appropriate organizational strategy as it pertains to employees and consumers or clients.

ISBN: 9781085561457Subjects--Topical Terms:

516664
Management.

The Convergent Roles of Marketing and Leadership Strategy in Relationship Management.
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520 $a Relationships are central to organizational success or failure and organizations continue to suffer from both employee and client turnover. Such challenges directly and negatively impact organizational capacity and bottom line productivity. The theory of planned behavior (TPB), relationship marketing theory (RM), and leaderhsip theory, are the fundamental foundations of this study. The aforementioned theories were selected because they work together to understand, establish, predict, and control behaviors between leaders and employees and marketers and consumers or clients. This study was conducted to determine whether or not a relationship existed within the relationship-building process between leaders and employees and between marketers and consumers or clients. A case study investigated the processes of relationship-building and management within a media company located in Southwest Florida. Face-to-face interviews took place with executive leadership and a follow-up focus group with marketing and advertising personnel took place thereafter. The demographics and experiential backgrounds of all participants varied. The same questions were posed to both executive leadership and the focus group for validation. Thematic analysis was used to compile the findings into concise conclusions. Results uncovered that a relationship does exist within the process of relationship development and management between leaders and employees, and between marketers and consumers or clients. The three underlying themes believed to answer the challenges of employee and consumer or client turnover and loyalty are as follows: Regular transparent communication, trust, and individual accountability. Additionally, transparency and trust through use of TPB can uncover attitudinal positions of the constituents of any given relationship, as well as enable informed presumption and prediction for appropriate organizational strategy as it pertains to employees and consumers or clients.
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