Relational, Governance, and Learning Mechanisms for Managing Marketing Exchanges, Part 1: Relational Mechanisms in Managing Marketing Exchange

摘要

Firms are embracing and implementing new forms of distribution (e.g., independent distributors) and introducing new channels (e.g., mobile). Yet, despite these changes in how the firm interacts with the customer, building and maintaining customer relationships remains a key driver of success. However, the mechanisms that facilitate relational exchange may vary based on the unique characteristics of the exchange such as the form of distribution, the channel, or the stage in the customer relationship. This session examines various mechanisms that facilitate relational exchange across these different conditions.