The meaning of a marketing relationship: a pilot study

Article Abstract:

The objective of this article is to clarify the meaning of a relationship for buyers and sellers. A qualitative investigation conducted in the arena of commercial banking reveals that sellers (i.e., bankers) regard relationship marketing as a strategic issue, because it impacts on organizational structure, the decision-making process, and human resources management. Buyers (i.e., mid-market companies), on the other hand, consider relationship marketing as merely a communication process that should enhance the relevance of the seller's offering. Furthermore, our results raise a number of questions concerning the role of front-line people and pricing policies within a relationship strategy. (Reprinted by permission of the publisher.)

Beliefs, opinions and attitudes, Selling, Consumers, Bankers, Attitudes

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Managing business-to-business marketing relationships in consulting engineering firms

Article Abstract:

Managing relationships is an important issue in business-to-business markets. This article presents the results of an empirical study on the practices of relationship marketing in firms offering professional services (consulting engineering services) to businesses. Data were collected in North America (Quebec, Canada) and Europe (France). A four-phase model of the relationship management process in business-to-business projects is induced from actual field practices. Cultural similarities and differences are also discussed. (Reprinted by permission of the publisher.)

Engineering Services, Methods, Engineering firms, Business-to-business market, Business to business market

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The implementation of relationship marketing in commercial banking

Article Abstract:

Buyer-selling relationships are attracting increasing interest among practitioners. However, the issue of implementing relationship marketing within an organization has not yet been tackled. On the basis of data derived from the banking industry, the authors argue that implementation of a relational approach to seller-buyer exchanges is a strategic issue impacting on major corporate decisions such as the definition of profit centers, human resources management, and organizational structure. (Reprinted by permission of the publisher.)

Bank marketing

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