Achieving relationship marketing effectiveness in business-to-business exchanges

Volume: 36, Issue: 2, Pages: 174 - 190
Published: Jun 1, 2008
Abstract
Relationship marketing research and practice operate according to the paradigm that firms should invest in relationship marketing to build better relationships, which will generate improved financial performance. However, findings that relationship marketing efforts vary in their effectiveness across customers and may even be detrimental to performance challenge this belief. This article, therefore, offers a theoretical model that addresses...
Paper Details
Title
Achieving relationship marketing effectiveness in business-to-business exchanges
Published Date
Jun 1, 2008
Volume
36
Issue
2
Pages
174 - 190
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