<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...

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...