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Restrictions Of The Loyalty Of Business Customers - Customer And Sales Representatives Perspectives

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Executive Summary

Since the 70s, some marketing scholars suggested establishing other principles and other language of explanation in the context of industrial marketing reality (H?kansson and ?stberg 1975). In the 80s, research projects with regard to characteristics of industrial marketing were continued, which is significantly connected with studies realized by representatives of Industrial Marketing and Purchasing Group (Ford 1980; 1997). Even if some IMP representatives treat their area of interest as independent terminologically, it is reasonable to connect most of works of IMP with the development of the so-called relationship marketing concept.

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