polonsky-developingrelationships-2003.pdf (13.87 MB)
Developing relationships – a nonlinear perspective
conference contribution
posted on 2003-01-01, 00:00 authored by Michael PolonskyMichael Polonsky, S Schuppisser, S BeldonaThe 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.
History
Event
Australian Conference of the Chartered Institute of Marketing (1st : 2003 : Sydney, N.S.W.)Pagination
51 - 66Publisher
Chartered Institute of Marketing (CIM)Location
Sydney, N.S.W.Place of publication
EnglandStart date
2003-01-01End date
2003-12-31ISBN-13
9780646426242ISBN-10
0646426249Language
engNotes
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E1.1 Full written paper - refereedCopyright notice
2003, Chartered Institute of Marketing (CIM)Editor/Contributor(s)
E ButteryTitle of proceedings
Research in contemporary issues of marketing : best paper series of the inaugural Australian Conference of the Chartered Institute of MarketingUsage metrics
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