Relationship Marketing

Author(s): Joshua T. Beck and Robert W. Palmatier

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at

Relationship marketing (RM), in both business practice and academic research, has received ever increasing attention. This chapter provides a framework for understanding relationship marketing. It provides a review of the mechanisms that underlie the relationship process. Next, it highlights the importance of analyzing the multiple dyadic ties between firms at an aggregate level to appreciate the complementary nature of various types of relationships and their impact on performance. Furthermore, the chapter offers insights into the various drivers of inter-firm relationships and connect these relationships to previously measured performance-related outcomes. Following, the moderators that leverage the effectiveness of relationships are discussed. As a conclusion directions for additional research are suggested.

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