Polonsky, Michael Jay, Beldona, Srikanth and Schuppisser, Stefan W. 2003, Re-examining relationship development, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, University of South Australia, Adelaide, S.A., pp. 1061-1067.
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Research examining marketing relationships has not traditionally discussed the fact that business-to-business relationships strengthen and weaken over its life. The model also suggests relationship inactivity is not necessarily the same as relationship failure. The paper proposes a model that allows relationships to move in multiple directions over their existence.
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