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Contributes to the state of knowledge in the area of relationship marketing and provides readers with an insight into the antecedents and roots of the "fashionable" interest in relationship marketing. This book presents ideas on our understanding of networks, relationships, and interaction.
Sommario
Manufacturer-Retailer Relationships in Germany: The Institutionalisation of Category Management (L. Araujo, S. Muzas). Relationship Marketing Management: The Internal and External Marketing Dimensions of Marketing Planning (D. Ballantyne). Adaptations in Buyer-Seller Relationships (R. Brennan, P. Turnbull). The Nature and Development of Inter-Organisational Relationships: A Network Perspective (M. Cheung, P. Turnbull). From Districts to Milieux: In Search of Network Boundaries (B. Cova et al .). Case Research as a Methodology for Industrial Networks: A Realist Apologia (G. Easton). Relationship Strategy: Decisions on Valuing and Managing Network Options (D. Ford et al .). The Burden of Relationships, or Who's Next? (H. Hakansson, I. Snehota). Time and Temporality in Research Design: A Review of Buyer-Seller Relationship Models (A. Halinen). The Impact of Groupware on Relationship Management (C. Holland, R. Phillips). Strategic Marketing: Tracing the Evolution in the Network Context of Competition (U. Juettner). Winning Bids for Technology Based Capital Equipment: The Significant but Variable Effect of Buyer-Supplier Relationships (D. Large, R. More). Grounded Theory as a Methodology in Industrial Network Theory (D. McLoughlin, S. deBurca). Relationships in Banking (J. Proenca, L. Castro).
Riassunto
Contributes to the state of knowledge in the area of relationship marketing and provides readers with an insight into the antecedents and roots of the "fashionable" interest in relationship marketing. This book presents ideas on our understanding of networks, relationships, and interaction.
