Lee, Yang‐Im; Trim, Peter R.J. - In: Marketing Intelligence & Planning 24 (2006) 7, pp. 730-745
building business partnerships based on mutual trust. To show how the relationship marketing principle underpins the …‐driven general business strategy. Marketing managers should plan to develop and sustain long‐term trust‐based working relationships … resilience, as well as trust. Marketing intelligence is a vital ingredient in the formulation and implementation of plans to …