An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context
A large number of empirical studies have illustrated the benefits of adopting and implementing a relational or relationship marketing strategy. However, there is an emergent stream of literature that suggests that despite the recognized benefits associated with this strategy there may also be a dark...
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| Format: | Others |
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Scholar Commons
2009
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| Online Access: | https://scholarcommons.usf.edu/etd/1841 https://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=2840&context=etd |