haku: @indexterm MARKETING THEORY / yhteensä: 244
viite: 78 / 244
| Tekijä: | Lewin, J. E. Johnston, W. J. |
| Otsikko: | Relationship marketing theory in practice: A case study |
| Lehti: | Journal of Business Research
1997 : MAY, VOL. 39:1, p. 23-31 |
| Asiasana: | LIMITED PARTNERSHIP COMMUNICATION MARKETING THEORY CASE STUDIES |
| Kieli: | eng |
| Tiivistelmä: | This paper discusses the constructs associated with relationship marketing theory and research: equity, trust, cooperation, communication, commitment and relationship dependence. These terms develop profiles of a successful partnering relationship and a typical relationship between manufacturing principals and a wood products distributor. The partnering relationship is characterized by a high level of mutual cooperation, intensive information exchange, a high level of trust,and a long-term relationship orientation. |
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