Determinants of Long-Term Orientation in Buyer-Seller Relationships
Abstract
Marketing managers must know the time orientation of a customer to select and use marketing tools that correspond to the time horizons of the customer. Insufficient understanding of a customer's time orientation can lead to problems, such as attempting a relationship marketing when transaction marketing is more appropriate. The author suggests that long-term orientation in a buyer/seller relationship is a function of two main factors: mutual...
Paper Details
Title
Determinants of Long-Term Orientation in Buyer-Seller Relationships
Published Date
Apr 1, 1994
Journal
Volume
58
Issue
2
Pages
1 - 1
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