Social media marketing & relationship marketing: a revolution or evolution

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods” which usually are manufactured output. The dominant logic focused on tangible resources, embedded value and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the concretion of value and relationships. The author believes that the new perspectives are converging to form a dominant logic for marketing, one in which service provision rather than goods are fundamental to economic exchange.