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| Author: | Dwyer, F. R. Schurr, P. H. Oh, S. |
| Title: | Developing buyer-seller relationships. |
| Journal: | Journal of Marketing
1987 : APR, VOL. 51:2, p. 11-27 |
| Index terms: | MARKETING THEORY BUYING SELLING MARKETING MODELS |
| Language: | eng |
| Abstract: | A framework for developing buyer-seller relationships is outlined. First discrete and relational exchange is contrasted using concepts from modern contract law. Problem areas and issues are suggested where it seems judicious either to overlook or underscore relational dimensions. After a brief conjecture about the benefits and costs of relational exchange, a five-phase model is proposed by which relationships are formed. Hypothesized transitions and key distinctions between phases are emphasized. A marketing research agenda is pivoted on the framework and three key facets of managing buyer-seller relationships are outlined. |
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