Dynamic Relationship Marketing
Abstract
Firms routinely engage in relationship marketing (RM) efforts to improve their relationships with business partners, and extant research has documented the effectiveness of various RM strategies. According to the perspective proposed in this article, as customers migrate through different relationship states over time, not all RM strategies are equally effective, so it is possible to identify the most effective RM strategies given customers’...
Paper Details
Title
Dynamic Relationship Marketing
Published Date
Sep 1, 2016
Journal
Volume
80
Issue
5
Pages
53 - 75
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