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Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Journal of Consumer Marketing, published by and copyright Emerald Group Publishing Ltd.
Persistent link: https://www.econbiz.de/10009455104
Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in International Journal of Educational Management, published by and copyright Emerald Group Publishing Ltd.
Persistent link: https://www.econbiz.de/10009455165
The much debated relationship marketing paradigm suggests that the marketingstrategy should be framed in terms of the development of long-term and mutually rewardingcustomer relationships, rather than simply focussing upon the promotion and selling ofproducts and services. Moreover, customer...
Persistent link: https://www.econbiz.de/10009461135
Business-to-business relationships within sustained monopolies, such as those within Defence Procurement, have received limited attention by Management Researchers. This is unusual because under these market circumstances typically there appear to be few incentives to achieve mutually beneficial...
Persistent link: https://www.econbiz.de/10009463031
Business-to-business relationships within sustained monopolies, such as those within UK Defence Procurement, have received scant attention by Management Researchers. This is unusual because under these market circumstances there appear to be few incentives to achieve mutually beneficial outcomes...
Persistent link: https://www.econbiz.de/10009463161
Around the world, companies are rapidly moving towards outsourcing to enhance their competitive position in the market through reduction in product development cycle times (costs), demands for better quality, improvement in supply chain management and higher expectations from more discriminating...
Persistent link: https://www.econbiz.de/10009466010
In this paper I examine relationship marketing from an historical perspective. As a predominantly industrial marketing strategy, reciprocity was adopted by numerous organizations and discussed in detail by marketing scholars from the 1920s until the late 1970s, and these debates indicate that...
Persistent link: https://www.econbiz.de/10009474911
Marketing scholars question the ability of the 4Ps to explain higher order phenomena in modern marketing. Scholars contend that marketing's historical framework, based in product centric economic theory, constrains the 4Ps ability to form a foundation for a general theory of marketing. The focus...
Persistent link: https://www.econbiz.de/10009475085
This study outlines the development and validation of a measure of reciprocity. The definition used to develop the measure extends traditional quid pro quo interpretations to include behavior designed to stabilize relationships in times of exchange breakdown. This includes resisting and not...
Persistent link: https://www.econbiz.de/10009475182
One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we should return good for good, in proportion to what we receive; we should resist evil, but not do evil in return; we should make reparation for the harm we do;...furthermore...
Persistent link: https://www.econbiz.de/10009475183