B2B Relationships within Transactional and Relationship Marketing

ISBN-13: 9783659966743 / Angielski / Miękka / 2016 / 92 str.

Zarko Petrovic; Milo Radulovic

Opis

To identify, distinguish and conceptualize emerging business-to-business relationships within transactional and relationship marketing, as well as the distribution network and their applications in practice. The research proved that transactional and relationship marketing are interconnected and go along with the stages of establishment and development of B2B relationships. When these two theoretical concepts are strong, then it is clear that the distribution network is strengthening too.

O autorze

Mr. Zarko Petrovic and Mr. Milo Radulovic hold their MSc in Business Administration from Malardalen University, Sweden. Mr. Petrovic has a vast international professional experience dealing with government and international organizations. Mr. Radulovic is a consultant with an international career specialized in business development and marketing.