Chapter 8 Managing B2B Relationships
Published: November 2011
Component type: chapter
Published in: Business Marketing: The Theory and Practice of B2B
Parent DOI: 10.23912/978-1-906884-54-3-2069
Following the exploration of the nature and characteristics of marketing channels, it is necessary to consider some of the managerial issues, processes and systems associated with maintaining and developing collaborative relationships. First, the nature, dispersion and use of power in relationships is examined, then time is spent looking at channel conflict and ways in which it can be minimised, recognising that some conflict can be constructive. Following a consideration of two important concepts, trust and commitment, which are considered to be a foundation of successful B2B relationships, the chapter concludes with a brief overview of the role of technology in managing relationships with a focus on CRM systems.
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
Fill & McKee, 2011
Fill, C. & McKee, S. (2011) "Chapter 8 Managing B2B Relationships" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1741
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