search query: @author Johnston, W. J. / total: 13
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| Author: | Lewin, J. E. Johnston, W. J. |
| Title: | Relationship marketing theory in practice: A case study |
| Journal: | Journal of Business Research
1997 : MAY, VOL. 39:1, p. 23-31 |
| Index terms: | LIMITED PARTNERSHIP COMMUNICATION MARKETING THEORY CASE STUDIES |
| Language: | eng |
| Abstract: | This paper discusses the constructs associated with relationship marketing theory and research: equity, trust, cooperation, communication, commitment and relationship dependence. These terms develop profiles of a successful partnering relationship and a typical relationship between manufacturing principals and a wood products distributor. The partnering relationship is characterized by a high level of mutual cooperation, intensive information exchange, a high level of trust,and a long-term relationship orientation. |
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