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| Tekijä: | Polonsky, M. (et al.) |
| Otsikko: | Inactivity and the dynamics of relationship development: a proposed model |
| Lehti: | Journal of Strategic Marketing
2010 : JUN, VOL. 18:3, p. 257-273 |
| Asiasana: | relationship marketing life cycles customer relationship management (crm) marketing management resources |
| Kieli: | eng |
| Tiivistelmä: | The relationship development literature mostly assumes that business relationships evolve along a standard path often ending in failure. However, this overly restrictive assumption ignores the fact that firm can reactivate dormant relationships. This article focuses on this dormant stage to relax this assumption and posits that it reflects either naturally occurring pauses or consecutive shifts - first divergent, then convergent - in partnering needs. Ultimately, an inactivity-inclusive model is proffered to augment current dynamic process models and help firms to manage all their relationships, active and inactive. |
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