haku: @author Morris, M. / yhteensä: 18
viite: 5 / 18
| Tekijä: | Morris, M. Brunyee, J. Page, M. |
| Otsikko: | Relationship marketing in practice: myths and realities |
| Lehti: | Industrial Marketing Management
1998 : JUL, VOL. 27:4, p. 359-371 |
| Asiasana: | MARKETING INDUSTRIES INDUSTRIAL MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Gaps are explored between normative perspectives regarding relationship marketing found in the academic literature and the current practices of industrial marketers. The literature is reviewed to ascertain how researchers currently define relationships, their perspectives on the nature and type s of relationships that exist, arguments for forming relationships, and circumstances where relationships are appropriate. A conceptual model linking managers' definitions, perceptions, attitudes, behaviors, and behavioral intentions in the relationship area is developed and tested. |
SCIMA