Marketing Relationship Management: Antecedents to Survival and Dissolution
作者： Elizabeth F. Purinton , Deborah E. Rosen , James M. Curran
关键词:
摘要: Though investing in relationships in order to continue them seems intuitive, is every relationship worth further investment? For those partnerships in unstable conditions, it is important to know which ones are headed for dissolution and which ones have the potential to survive. In addition to assessing the economic value of continuing a partnership, this paper argues that the behavioral quality of a relationship should also be considered if relationship management is to be successful. A Partnership Survival Framework (PSF) is …
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