ABSTRACT
Few businesses, or people, can do everything by themselves. Therefore, a key element in marketing is building relationships. In particular, long-term 'interactions' between buyers and sellers are important in explaining marketing behaviour and the development of markets. This chapter covers the role of communications, networks and institutions in establishing market relations. It also explains how marketing techniques can be used for beneficial effects on social relations, as well as negative ones. If marketing can encourage us to buy a Ferrari, can it also persuade us to drive it safely - or resist the temptation to steal one?
