haku: @freeterm ZUSAMMENARBEIT, RECHT, ARBEITSETHIK / yhteensä: 1
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| Tekijä: | Gundlach, G. T. Murphy, P. E. |
| Otsikko: | Ethical and legal foundations of relational marketing exchanges |
| Lehti: | Journal of Marketing
1993 : OCT, VOL. 57:4, p. 35-46 |
| Asiasana: | |
| Vapaa asiasana: | MARKETING, ZWISCHENBETRIEBLICHE ZUSAMMENARBEIT, RECHT, ARBEITSETHIK |
| Kieli: | eng |
| Tiivistelmä: | A recent theme in marketing distinguishes short-term, discrete exchange transactions from long-term repetitive interaction with a relational emphasis (open-ended supplier contracts, franchisor/franchisee arrangements, strategic partnering, and joint ventures). Relational exchanges can facilitate heightened customer satisfaction, lower costs, and raise barriers to competitive market entry. The authors examine the interrelationship of contract law and ethics for building and sustaining marketing exchanges. They explore dimensions of ethical exchange and offer managerial and research implications. |
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