This article challenges sales managers to think critically about collaborating with top customers. Instead, the authors suggest managing the closeness of the relationship by assessing the true benefits that come from collaboration.
Relationships are important in business-to-business marketing, but defining what is meant by “relationship” is difficult.
Trust is an integral part of any successful business relationship. In this article, the authors look at how farmers perceive building trust in business relationships.
Salespeople are often required to manage relationships with different stakeholders to effectively provide sale offerings to their customers. This study looked at how three types of tactics used by salespeople affected three groups of constituents.