Palmatier, Robert W.; Gopalakrishna, Srinath; Houston, … - In: Marketing Science 25 (2006) 5, pp. 477-493
Firms invest heavily in different types of business-to-business relationship marketing activities in the belief that such programs bolster their bottom line. In this study, we develop and test a conceptual model that links customer-specific relationship marketing investments to short-term,...
