Relationships are important in business-to-business marketing, but defining what is meant by “relationship” is difficult.
When gaming the system becomes more of a goal than the incentivized behavior, simple and easy-to-understand incentives might be the answer.
There are two types of contracts: legal and psychological. This article suggests that marketers and retailers have to remember that to a customer, perception is reality.
There are two types of trust in buyer-seller relationships: calculated and relational. In this article, authors examine the roles both types of trust play in these relationships.
Economic factors and business cycles affect firm performance. B2B firms often have a strong market orientation because these relationships and their loyalties help preserve business during downturns. This article divides market orientation into three factors.