search query: @author Kusterer, M. / total: 2
reference: 2 / 2
« previous | next »
Author: | Diller, H. Kusterer, M. |
Title: | Beziehungsmanagement. Theoretische Grundlagen und explorative Befunde. |
Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1988 : AUG, VOL. 10:3, p. 211-220 |
Index terms: | MARKETING RESEARCH INTERORGANIZATIONAL RELATIONS |
Language: | ger |
Abstract: | Management of relations is a well-known but theoretically and empirically still not exploited field in marketing research. The present paper describes a framework for the analysis and the management of interorganizational relations and shows how to adopt it for marketing research. After a short characterization of management of relations its strategic significance is discussed, followed by a description of two models for analysing business relations. This theoretical approach is completed by empirical findings which result from an investigation on the efficiency of buyer-seller business relations in food industry. |
« previous | next »
SCIMA