search query: @indexterm LIMITED PARTNERSHIP / total: 43
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| Author: | Fontenot, R. J. Wilson, E. J. |
| Title: | Relational exchange: A review of selected models for prediction matrix of relationship activities |
| Journal: | Journal of Business Research
1997 : MAY, VOL. 39:1, p. 5-12 |
| Index terms: | MARKETING THEORY LIMITED PARTNERSHIP MARKETING MODELS COMPANIES |
| Language: | eng |
| Abstract: | This article reviews briefly the current literature in relational marketing, assesses deductive models and constructs previously proposed, and introduces a prediction matrix of partnering activities. The nature of marketing exchanges is defined; the types of relational exchanges examined in marketing literature are presented. To review relational exchange models, four models are specifically chosen. They illustrate the ways in which relationships have been deductively studied in marketing.It is proposed that any model of relationship marketing should address the roles of communication, trust and functional conflict. Future research should pay more attention to things like network organizations and strategic alliances. |
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