A Foot in the Door: Relationship Marketing Efforts Towards Transaction-Oriented Customers Poul Houman Andersen OriginalPaper Pages: 91 - 108
A Stakeholder Perspective for Analyzing Marketing Relationships Michael Jay PolonskyDes. Stefan W. SchuppisserSrikanth Beldona OriginalPaper Pages: 109 - 126
The Relationship Rhombus: A Quadratic Relationship Suzanne HorneSteve Worthington OriginalPaper Pages: 127 - 134
Using Trade Incentives to Promote Customer Relationships in a Retail Setting R. Stephen ParkerLinda S. PettijohnCharles E. Pettijohn OriginalPaper Pages: 135 - 147
Developing a Leadership-Rich Culture: The Missing Link to Creating a Market-Focused Organization William B. LocanderFrank HamiltonJames Stuart OriginalPaper Pages: 149 - 163