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Beschreibung
This book examines buyer and seller relationships between dairy producers and milk buyers in Malaysia. The study investigates the determinants of long-term relationships. While relationship marketing has received considerable attention in many industry sectors, few studies have addressed the food industry. The existing agri-food studies emphasize long-term relationships, investigating variables such as trust, relationship quality and quanxi networks. This book addresses how buyers and sellers interact and what influences them to engage in longer-term relationships to improve their business performance.
The role of relationship marketing in business to business relationship
Details
| Verlag | LAP LAMBERT Academic Publishing |
| Ersterscheinung | 11. Oktober 2012 |
| Maße | 22 cm x 15 cm x 1.7 cm |
| Gewicht | 417 Gramm |
| Format | Softcover |
| ISBN-13 | 9783659250095 |
| Seiten | 268 |
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