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The External Contingency and Internal Characteristic of Relationship Marketing

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Abstract:

Exchange is a social as well as economic means that the consumer utilises to secure or manage his/her surroundings. Facilitating exchange is matter of managing relations among the market of networks. This study is a first attempt to pursuing a structural explanation of relationship marketing through a conceptualisation grounded on a higher level metaphor, theorised from derived abstraction and tested on empirical definition. The research findings advance our understanding of the internal characteristics and the external contingency of relationship marketing.

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725700785045895

Publication date: July 1, 2000

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