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Understanding Buyer-Seller Relationships

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Book cover Strategic Relationship Marketing

Abstract

The concept of strategic relationship marketing is an innovative approach to marketing in the new economy. This book organises these concepts into basic analytical and managerial tools. The narrow focus on strategic positioning and tactical marketing planning has become obsolete. Similarly outdated is the categorical idea of supplier superiority and dominance over consumers. The underlying assumption that the buyer and the seller shall never meet is gone forever.

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Author information

Authors and Affiliations

  1. 3 Loevvaenget, 2960, Rungsted Kyst, Denmark

    Søren Hougaard

  2. 3 Solbjerg Plads, 2000, Frederiksberg, Denmark

    Mogens Bjerre

Authors
  1. Søren Hougaard
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  2. Mogens Bjerre
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© 2002 Springer-Verlag Berlin Heidelberg

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Hougaard, S., Bjerre, M. (2002). Understanding Buyer-Seller Relationships. In: Strategic Relationship Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24813-2_1

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  • DOI: https://doi.org/10.1007/978-3-540-24813-2_1

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-01870-4

  • Online ISBN: 978-3-540-24813-2

  • eBook Packages: Springer Book Archive

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