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For the past 10 years the authors have seen the purchasing department of leading and major companies restructuring their purchasing approaches and moving towards more formalised and global purchase processes. The question arises whether the Relationship Marketing paradigm which has been developing for over 20 years now, focusing on shared relational benefits based on trust and commitment, is not being turned by Key Account customers, under the influence of their purchase structures, into a ?transactional/relational hybrid? relationship management paradigm.
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