Relationship theory and business markets /

One peculiarity of relationship marketing is that the pioneers drew to some extent on theory; the motivation behind relationship marketing being rooted in empirical observations and managerial problems, which highlighted the value added of relationship-based managing. The perception of these issues...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Kleinaltenkamp, Michael, Ehret, Michael
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bradford, England : Emerald Group Pub., Ã2006.
Colección:Journal of business & industrial marketing ; v. 21, no. 2.
Temas:
Marketing.
Industrial marketing.
Marketing
Marketing industriel.
marketing.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Industrial marketing
Acceso en línea:Texto completo
Descripción
Sumario:One peculiarity of relationship marketing is that the pioneers drew to some extent on theory; the motivation behind relationship marketing being rooted in empirical observations and managerial problems, which highlighted the value added of relationship-based managing. The perception of these issues led the pioneers to challenge established, mostly transaction based theories on the market and marketing. Early contributors, such as Arndt, perceived relationships as attempts to domesticate the market. Currently research is moving its focus to the economic value of relationship based managing.
Descripción Física:1 online resource (68 pages)
Bibliografía:Includes bibliographical references.
ISBN:1845449398
9781845449391
ISSN:0885-8624 ;

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