Abstract

PINHO, José Carlos. Networks and social capital within the relationship marketing context: analysis of possible complementarities. Rev. Portuguesa e Brasileira de Gestão [online]. 2013, vol.12, n.4, pp.12-21. ISSN 1645-4464.

This paper reviews and discusses the emerging social networking paradigm in interorganisational and interpersonal relationships. A distinction between both types of social networks is made. Then, the paper examines the difference between bonding and bridging social capital. This is followed by an analysis of the foundations of marketing relationship. Then the paper attempts to mix-up several relational concepts. Finally, the author offers a discussion concerning the major conclusions, implications and limitations.

Keywords : Social Network Analysis; Relationship Marketing; Social Capital.

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