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| Author: | Li, F. Nicholls, J. A. F. |
| Title: | Transactional or relationship marketing: determinants of strategic choices |
| Journal: | Journal of Marketing Management
2000 : JUN, VOL. 16:5, p. 449-464 |
| Index terms: | Relationship marketing Networks Strategic planning |
| Language: | eng |
| Abstract: | Relationship marketing in conceived here as a strategic choice rather than a marketing paradigm. The appropriateness of relationship marketing depends on the nature of particular exchange relationships and the governing mechanism of the exchange involved. |
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