A Strategic Approach to Managing Buyer-Seller Relationships

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
Title:	A Strategic Approach to Managing Buyer-Seller Relationships
Author(s):	Robert E. Krapfel, Deborah Salmond, Robert Spekman
Citation:	Robert E. Krapfel, Deborah Salmond, Robert Spekman, (1991) "A Strategic Approach to Managing Buyer-Seller Relationships", European Journal of Marketing, Vol. 25 Iss: 9, pp.22 - 37
Keywords:	Business-to-business marketing, Marketing strategy
DOI:	10.1108/EUM0000000000622 (Permanent URL)
Publisher:	MCB UP Ltd
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.