Much of the focus of models and studies of marketing relationships has been on relationship formation with scant attention being paid to the mature relationship. A mature marketing relationship, one which is ongoing between buyer(s) and seller(s), exists when the parties to a relationship have gone beyond formation. The initial boundaries of parties to the relationship have been established and some level of commitment exists. A key turning point in the shift from formation to maturity occurs when there has been an investment of some form (time, Personnel money) in the relationship. Yet, how these investments are managed, how parties to a relationship behave once a relationship has been initiated has not been specifically addressed in the marketing relationship literature.
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- Toward an Understanding of Mature Marketing Relationship Phenomena
Deborah E. Rosen
Elizabeth F. Purinton