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| Author: | Ganesan, S. |
| Title: | Determinants of long-term orientation in buyer-seller relationships |
| Journal: | Journal of Marketing
1994 : APR, VOL. 58:2, p. 1-19 |
| Index terms: | BUYING SELLING RETAILING |
| Language: | eng |
| Abstract: | Marketing managers must know the time orientation of a consumer to select and use marketing tools that correspond to the time horizons of the customer. Insufficient understanding of a consumer's time orientation can lead to problems, such as attempting a relationship marketing when transaction marketing is more appropriate. The author suggests that long-term orientation in a buyer/seller relationship is a function of two main factors: mutual dependence and the extent to which they trust one another. |
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