Introduction
Although most textbooks and business magazines focus heavily on business-to-consumer (B2C) marketing, most marketing activities involve business-to-business (B2B) marketing.1 Thus, B2B relationship marketing (RM) merits special attention. Considering the distinctive features of industrial markets (e.g., relatively small numbers of customers, high levels of interdependence), one can argue that RM is particularly suited for B2B marketing. Not surprisingly then, RM has a long tradition in B2B markets and has been a significant area of interest among practitioners and researchers in this domain. However, the widespread adoption and implementation of RM is a quite recent phenomenon.2 This chapter introduces ...
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