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A Strategic Approach to Managing Buyer-Seller Relationships

Article Information:

Title:

A Strategic Approach to Managing Buyer-Seller Relationships

Author(s):

Robert E. Krapfel, Deborah Salmond, Robert Spekman

Journal:

European Journal of Marketing

Year:

1991

Volume:

25

Issue:

9

Page:

22 - 37


ISSN:

0309-0566


DOI:

10.1108/EUM0000000000622

Publisher:

MCB UP Ltd

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Abstract:

Business marketers need strategic frameworks to assess the value of a portfolio of buyer-seller relationships and to decide how they should be managed. By drawing on insights from the political economy, resource dependence, relational contracting and transaction cost perspectives, previous work on portfolios of trading relationships is extended and updated and avenues for future research are suggested.

Keywords:

Business-to-business marketing, Marketing strategy


Article URL:

http://www.emeraldinsight.com/10.1108/EUM0000000000622

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