Abstract
An exchange between a seller and a buyer can have vastly different economic ramifications for either party depending on the specific relationship context it takes place in. Defining the basic contextual elements of relationships and their rules as well as explaining the specific economic behaviours of each player is the focus of customer relationship economics.
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Hougaard, S., Bjerre, M. (2002). Discovering the Economics of Customer Relationships. In: Strategic Relationship Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24813-2_3
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DOI: https://doi.org/10.1007/978-3-540-24813-2_3
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