Successful organizations adapt their marketing strategies to marketplace changes. Boundary spanners, such as salespeople, because they are able to embed themselves in social networks outside the organization, play a key role in developing marketplace knowledge. However, if this knowledge remains...

<title>ABSTRACT</title> Extant literature on relationship marketing tends to focus on for-profit firms and their relationships with important stakeholders. However, higher education institutions face many of the same intense competitive forces that have made relationship marketing a practical choice for many...