Working Papers

Integrating Relationship Marketing and Lifecycle Perspectives: Strategies for Effective Relationship Migrations

Jonathan Z. Zhang, George F. Watson IV, Robert W. Palmatier, and Rajiv P. Dant

Oct 21, 2013

Models how business-to-business relationships evolve and the differential effects of relationship marketing on firm performance at different relationship stages; employs a longitudinal survey data set of 346 B2B relationships maintained by a Fortune 500 firm.

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