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Examines possible reasons behind the current rapid growth of national accounts. In particular, it examines how relationship marketing/selling has increased the need for national account programs. The article first provides a review of the national account management literature. Then, findings...
Persistent link: https://www.econbiz.de/10014843373
This case study is the result of in‐depth investigation into a major Swedish multinational company in the data processing and computer equipment field. Addresses the issue of key account management and questions some of the existing views in the literature. In particular, it demonstrates that...
Persistent link: https://www.econbiz.de/10014843375
At present, a continuing widespread debate on the moral nature of business is widely recognized. However, it seems that the ethical evaluation of business practices is not very common in the area of relationship marketing. Analyses relationship marketing from the viewpoint of ethical theories....
Persistent link: https://www.econbiz.de/10014723156
Purpose This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where...
Persistent link: https://www.econbiz.de/10014724344
To enable research to be conducted into the validity of the relationship marketing paradigm, a model has been developed which allows researchers to test the characteristics of the relationship at any point in time. This model is rooted in the biological sciences and is based around the concept...
Persistent link: https://www.econbiz.de/10014760290
The boundaries of relationship marketing have been discussed since relationship marketing was first investigated in the 1970s. Investigating these boundaries, this paper reviews the links between relationship marketing and network theory. Three main themes of marketing relationships are...
Persistent link: https://www.econbiz.de/10014721968
The literature is rich with examples that stress the importance of marketers having long‐term customer relationships. Yet, the reality is that while relational attachments can foster benefits, there are many occasions when marketers seek, or are forced, to disband or change the nature of...
Persistent link: https://www.econbiz.de/10014721980
Persistent link: https://www.econbiz.de/10014896209
Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market structure, or new business paradigms. However,...
Persistent link: https://www.econbiz.de/10014945914
An investigation which collected information within four countries sought to understand the views of marketing managers in industrial markets regarding their relationships with their organizational customers. The managers interviewed showed little awareness of the formal concept of relationship...
Persistent link: https://www.econbiz.de/10014946651