dwyer, f. r., schurr, p. h., & oh, s. (1987). developing buyer-seller relationships
DESCRIPTION
Marketing theory and practice have focused persistently on exchange between buyers and sellers. Un- fortunately, most of the research and too many of the marketing strategies treat buyer-seller exchanges as discrete events, not as ongoing relationships. The authors describe a framework for developing buyer- seller relationships that affords a vantage point for formulating marketing strategy and for stimulating new research directionsTRANSCRIPT
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Developing Buyer-Seller RelationshipsDwyer, F. Robert; Schurr, Paul H.; Oh, SejoJournal of Marketing; Apr 1987; 51, 2; ABI/INFORM Globalpg. 11
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Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
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