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| Author: | Conway, T. Swift, J.S. |
| Title: | International relationship marketing: the importance of psychic distance |
| Journal: | European Journal of Marketing
2000 : VOL. 34:11-12, p. 1391-1413 |
| Index terms: | INTERNATIONAL BUSINESS INTERNATIONAL MARKETING MARKETING STRATEGY RELATIONSHIP MARKETING |
| Language: | eng |
| Abstract: | This conceptual paper outlines why, when working in the international as opposed to the domestic environment, the success of a relationship marketing strategy is heavily dependent on levels of psychic distance. The higher the level of psychic distance, the greater the time and effort required to develop successful business relationships. At the stages of relationship development, different variables of psychic distance assume relatively greater levels of importance which are likely to have implications for the implementation of a relationship marketing strategy. |
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