This single, embedded case study examined the marketing activities of Flensted Catering A/S, a Danish food company. The case is the first one in a series of case studies constituting a larger research project with the overall objective of understanding how to implement relationship marketing,...

Although coined more than 15 years ago, relationship marketing remains an ambiguous concept with plenty of rhetoric but few publications on empirical evidence in support of a relationship marketing paradigm shift. A research project is currently studying marketing dyads in the international food...

In food and agriculture, the creation of value is paramount to any company's survival, and even more so at a time where dramatic changes in business and industrial marketing's context are leading to fundamental changes in what companies should be analysing, creating, and delivering.Although...

Managing Marketing Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should...

"This timely book presents a nuanced exploration of the key pedagogical, theoretical and practical challenges facing modern business educators and students. Bringing together a cross-disciplinary team of experts, it highlights the importance of equipping students with the capabilities and...