Professional Selling and Relationship Marketing: Moving from Transactional Role-Playing to Partnering

Abstract

Relationship marketing is growing in importance, but academia has been slow to find methods of incorporating it into existing courses. Partnering, a form of relationship marketing, involves personal selling strategies designed to build relationships. This article presents methods by which traditional, single-transaction role-playing in professional selling courses can be redeveloped into partnering role-playing, which more accurately reflects the nature of professional selling in the relationship marketing paradigm.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 11 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.