haku: @author Ricard, L. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Perrien, J. Ricard, L. |
| Otsikko: | The meaning of a marketing relationship: a pilot study (sales management) |
| Lehti: | Industrial Marketing Management
1995 : JAN, VOL. 24:1, p. 37-43 |
| Asiasana: | |
| Vapaa asiasana: | MARKETING, VERKAUFSABTEILUNG, KUNDE, BANK, INDUSTRIEBETRIEBE |
| Kieli: | eng |
| Tiivistelmä: | A qualitative investigation conducted in the arena of commercial banking reveals that sellers (bankers) regard relationship marketing as a strategic issue, because it impacts on organizational structure, the decision making process, and human resources management. Buyers (companies), on the other hand, consider relationship marketing as merely a communication process that should enhance the relevance of the seller's offering. The results raise a number of questions concerning the role of frontline people and pricing policies within a relationship strategy. |
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