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Re-examining relationship development

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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Title Re-examining relationship development
Author(s) Polonsky, Michael Jay
Beldona, Srikanth
Schuppisser, Stefan W.
Conference name Australian and New Zealand Marketing Academy Conference (2003 : Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Start page 1061
End page 1067
Publisher University of South Australia
Place of publication Adelaide, S.A.
Keyword(s) market orientation
relationship marketing
Summary 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.
ISBN 0868039837
9780868039831
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©Reproduced with the specific permission of the copyright owner.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016350

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