Abstract
The concept of strategic relationship marketing is an innovative approach to marketing in the new economy. This book organises these concepts into basic analytical and managerial tools. The narrow focus on strategic positioning and tactical marketing planning has become obsolete. Similarly outdated is the categorical idea of supplier superiority and dominance over consumers. The underlying assumption that the buyer and the seller shall never meet is gone forever.
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Hougaard, S., Bjerre, M. (2002). Understanding Buyer-Seller Relationships. In: Strategic Relationship Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24813-2_1
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DOI: https://doi.org/10.1007/978-3-540-24813-2_1
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