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| Author: | Andersen, P.H. |
| Title: | A foot in the door: relationship marketing efforts towards transaction-oriented customers |
| Journal: | Journal of Market-Focused Management
2002 : JUN, VOL. 5:2, p. 91-108 |
| Index terms: | CUSTOMER RELATIONS RELATIONSHIP MARKETING STRATEGY SUPPLIERS |
| Language: | eng |
| Abstract: | Despite the growing awareness and use of relationship marketing principles, there are still limitations to the range of exchange situations to which relationship marketing is applicable. Customers may resist suppliers' attempts to become intimate. This contribution deals with how suppliers seek to overcome customer unwillingness, through an investigative case study. |
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