The impact of transactional and relational strategies in business markets:an agenda for inquiry

Sharma, Arun and Pillai, Kishore G. (2003). The impact of transactional and relational strategies in business markets:an agenda for inquiry. Industrial Marketing Management, 32 (8), pp. 623-626.

Abstract

The impetus for the special issue of Industrial Marketing Management is the importance of understanding the implications of transactional and relational strategies in business-to-business contexts. The objective of the special issue is to integrate conceptual and empirical research in this area. We highlight research that extends current thinking in the area to ensure that this special issue serves an impetus for future research on this important topic.

Publication DOI: https://doi.org/10.1016/j.indmarman.2003.06.002
Divisions: Aston Business School > Marketing & strategy
Additional Information: Copyright 2004 Elsevier B.V., All rights reserved.
Uncontrolled Keywords: transactions,relationships,relational orientation
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
Published Date: 2003-11
Authors: Sharma, Arun
Pillai, Kishore G.

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