Relationship marketing in organizational markets: When is it appropriate?
- 1 January 1996
- journal article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 12 (1-3) , 161-173
- https://doi.org/10.1080/0267257x.1996.9964406
Abstract
Building and maintaining relationships is a costly process. It is therefore important for a supplier to determine whether or not the costs involved are justified. Examination of the way in which a customer views a potential relationship may give the supplier a valuable insight into the appropriate form of relationship, if any, which should be sought.Keywords
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