Developing relationships – a nonlinear perspective
Contribuinte(s) |
Buttery, Ernest Alan |
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Data(s) |
01/01/2003
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Resumo |
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.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
Chartered Institute of Marketing (CIM) |
Relação |
http://dro.deakin.edu.au/eserv/DU:30016259/polonsky-developingrelationships-2003.pdf |
Direitos |
2003, Chartered Institute of Marketing (CIM) |
Tipo |
Conference Paper |