haku: @author Kusterer, M. / yhteensä: 2
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| Tekijä: | Diller, H. Kusterer, M. |
| Otsikko: | Beziehungsmanagement. Theoretische Grundlagen und explorative Befunde. |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1988 : AUG, VOL. 10:3, p. 211-220 |
| Asiasana: | MARKETING RESEARCH INTERORGANIZATIONAL RELATIONS |
| Kieli: | ger |
| Tiivistelmä: | Management of relations is a well-known but theoretically and empirically still not exploited field in marketing research. The present paper describes a framework for the analysis and the management of interorganizational relations and shows how to adopt it for marketing research. After a short characterization of management of relations its strategic significance is discussed, followed by a description of two models for analysing business relations. This theoretical approach is completed by empirical findings which result from an investigation on the efficiency of buyer-seller business relations in food industry. |
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