Developmental relationship marketing (connecting messages with mind: an empathetic marketing system)

Reviews the evolution of marketing to date. Discusses the different stages of transaction marketing and relationship marketing. Goes on to discuss a new marketing system called developmental relationship marketing. The system integrates concepts and approaches used in both transaction marketing and relationship marketing and is based on the principle that consumer behavior cannot be predicted. Asserts that the main challenge confronting marketers is understanding consumers’ psychosocial needs. Goes on to discuss consumers’ root motivations and refers to these as key underlying motivating values. These are based on the different stages in a person’s life. Finally, the developmental relationship marketing model anticipates developmental changes in consumers’ needs, motivations, and the strategies they employ to meet needs.