search query: @author Eriksson, K. / total: 7
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| Author: | Eriksson, K. Mattsson, J. |
| Title: | Managers' perception of relationship management in heterogenous markets |
| Journal: | Industrial Marketing Management
2002 : SEP, VOL. 31:6, p. 535-543 |
| Index terms: | Marketing management Industrial relations Consumer behaviour |
| Language: | eng |
| Abstract: | The authors investigate managers' perceptions of relationship development in heterogenous markets. Results from a survey of 135 branch bank managers show that they perceive that the more heterogenous the market, the more difficult to achive relationship development in heterogenous markets. Results from a survey of 135 branch bank managers show that they perceive that the more heterogenous the market, the more difficult to achieve relationship development. It is also found that the more difficult relationsip development leads branch managers to perceice a more centralized locus of of realized strategy. development. |
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