Does Relationship Marketing Age Well?
Abstract
Most managers agree that close co‐operative relationships between business partners yield benefits to all parties. However, some question whether these benefits continue as the relationship ages. This article reports on a study designed to answer this question. The study suggests that, however long the relationship, building trust, commitment and the other components of Relationship Marketing (RM) continue to have a positive effect on the...
Paper Details
Title
Does Relationship Marketing Age Well?
Published Date
Dec 1, 2001
Journal
Volume
12
Issue
4
Pages
29 - 35
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