Abstract
A relationship between a supplier and a customer never exists in a vacuum. Firstly, the relationship is influenced by the participants involved, here referred to as players. Secondly, the basic components of the specific relationship have an impact on the life of the relationship in terms of rules, functions, anticipations etc. We will name these basic components the relationship DMA. Together, the players and the DNA constitute a kind of relationship cell.
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© 2009 Springer-Verlag Berlin Heidelberg
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Hougaard, S., Bjerre, M. (2009). The Driving Forces of Customer Relationships. In: The Relationship Marketer. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-03243-1_5
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DOI: https://doi.org/10.1007/978-3-642-03243-1_5
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-03242-4
Online ISBN: 978-3-642-03243-1
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