search query: @author Holmes, T.L. / total: 2
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| Author: | Strutton, D. Holmes, T.L. |
| Title: | Managing buyer-seller relationships one impression at a time |
| Journal: | Business Horizons
2002 : NOV/DEC, VOL. 45:6, p. 67-78 |
| Index terms: | Marketing Markets Strategy Culture Models USA |
| Language: | eng |
| Abstract: | No matter who their customers or prospects are, marketers continuously face situations in which they must be willing and able to do whatever is reasonable and ethical to project a desirable image to others. In other words, they must successfully manage impressions. But what are the practical whys, hows, whens, and whats associated with successfully administering the impression management imperative of all marketers, in other words, businesspeople? The contingency model of influence strategy and impression management developed in this paper, as well as numerous descriptive and prescriptive implications, may help provide some answers. |
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