search query: @author Blois, K. / total: 7
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| Author: | Blois, K. |
| Title: | Relationship marketing in organizational markets: when is it appropriate? |
| Journal: | Journal of Marketing Management
1996 : JAN/FEB/APR, VOL. 12:1-3, p. 161-174 |
| Index terms: | MANAGEMENT ORGANIZATIONS MARKETING |
| Language: | eng |
| Abstract: | Building and maintaining relationships is a costly process. It is therefore important for a supplier to determine whether or not the costs involved are justified. Examination of the way in which a customer views a potential relationship may give the supplier a valuable insight into the appropriate form of relationship, if any, which should be sought. Kotler's assertion that "companies must move from a short-term transaction-oriented goal to a long-term relationship-building goal" typifies the current strength of interest in relationship marketing. |
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