search query: @freeterm BANK, INDUSTRIEBETRIEBE / total: 1
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Author: | Perrien, J. Ricard, L. |
Title: | The meaning of a marketing relationship: a pilot study (sales management) |
Journal: | Industrial Marketing Management
1995 : JAN, VOL. 24:1, p. 37-43 |
Index terms: | |
Freeterms: | MARKETING, VERKAUFSABTEILUNG, KUNDE, BANK, INDUSTRIEBETRIEBE |
Language: | eng |
Abstract: | A qualitative investigation conducted in the arena of commercial banking reveals that sellers (bankers) regard relationship marketing as a strategic issue, because it impacts on organizational structure, the decision making process, and human resources management. Buyers (companies), on the other hand, consider relationship marketing as merely a communication process that should enhance the relevance of the seller's offering. The results raise a number of questions concerning the role of frontline people and pricing policies within a relationship strategy. |
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