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Developing relationships – a nonlinear perspective

Polonsky, Michael, Schuppisser, Stefan W. and Beldona, Srikanth 2003, Developing relationships – a nonlinear perspective, in Research in contemporary issues of marketing : best paper series of the inaugural Australian Conference of the Chartered Institute of Marketing, Chartered Institute of Marketing (CIM), England, pp. 51-66.

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Title Developing relationships – a nonlinear perspective
Author(s) Polonsky, Michael
Schuppisser, Stefan W.
Beldona, Srikanth
Conference name Australian Conference of the Chartered Institute of Marketing (1st : 2003 : Sydney, N.S.W.)
Conference location Sydney, N.S.W.
Conference dates 2003
Title of proceedings Research in contemporary issues of marketing : best paper series of the inaugural Australian Conference of the Chartered Institute of Marketing
Editor(s) Buttery, Ernest Alan
Publication date 2003
Conference series Australian Conference of the Chartered Institute of Marketing
Start page 51
End page 66
Publisher Chartered Institute of Marketing (CIM)
Place of publication England
Summary The research examining marketing relationships has traditionally assumed that they develop in an evolutionary linear process. There has been limited discussion of the fact that over a relationship’s lifespan it may in fact both strengthen and weaken, and that inactivity does not necessarily infer relationship failure. The paper proposes a model that allows relationships to move in multiple directions over their existence.
Notes
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ISBN 0646426249
9780646426242
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2003, Chartered Institute of Marketing (CIM)
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016259

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