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Article

New Economic Sociology and Relationship Marketing: Parallel Development

Economic sociology - The European electronic newsletter. 2012. Vol. 13. No. 3. P. 27-33.

The author points to some common theoretical roots of the new economic sociology and relationships marketing. The author describes many common research interests they have including their focus on relational aspects of the market exchange viewed as ongoing process accompanied by formation of long-lasting ties between exchange partners; active use of the network approach; studying motivation of the market participants; stressing the importance of communication and information exchange.

Thus, in spite of many substantive differences, the proponents of economic sociology and relationship marketing might have many reasons to pay closer attention to what is being done by their neighbors.