search query: @indexterm BUILDING MATERIALS INDUSTRY / total: 3
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| Author: | O'Driscoll, A. |
| Title: | Reflection on contemporary issues in relationship marketing: evidence from a longitudinal case study in the building materials |
| Journal: | Journal of Marketing Management
2006 : DEC, VOL. 22:1-2, p. 111-133 |
| Index terms: | building materials industry case studies IRISH REPUBLIC relationship marketing |
| Language: | eng |
| Abstract: | This paper investigates a number of issues in relationship marketing through the perspective of the firm. Data from a 53-year case history of a firm in the Irish building materials industry, shows relationship marketing as a significant market-related competence helping the firm to enjoy a pre-eminent position in the marketplace over five decades. |
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