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Ch03 cust relationship mgmt
This document discusses relationship marketing and the spectrum of buyer-seller relationships. It explains that relationship marketing focuses on establishing, developing and maintaining successful exchanges with customers. Buyer-seller relationships can range from transactional exchanges, where there is little ongoing relationship, to collaborative exchanges, where there are close, long-term relationships and commitments between buyers and sellers. The type of relationship depends on factors such as market conditions, the complexity of the purchase, and switching costs.
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