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| Author: | Kenesei, Z. |
| Title: | A marketing tranzakcióközpontú szemléletének átalakulása a kapcsolatorientált megközelités felé [Eng: Transformation of transaction-oriented attitude to marketing towards relationship-oriented approach] |
| Journal: | Vezetestudomany
1998 : MAY, VOL. 29:5, p. 1-11 |
| Index terms: | INDUSTRIAL MARKETING MARKETING CHANNELS TRANSACTION COSTS RELATIONSHIP MARKETING |
| Language: | hun |
| Abstract: | The traditional pattern of seller-customer seems to shift from the transaction-oriented attitude towards the direction of partnership between the parties. A theoretical sum-up of these changes is provided, highlighting the role of long-range and bilateral relations in the vertical marketing channels. |
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