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Marketing Relationships in the New Millennium B2B Sector
Author(s) -
Ndubisi Nelson Oly,
Nataraajan Rajan
Publication year - 2016
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20871
Subject(s) - marketing , business , quality (philosophy) , relationship marketing , marketing management , return on marketing investment , marketing strategy , marketing research , business marketing , service (business) , services marketing , philosophy , epistemology
Marketing relationships have been touted as an appropriate response to the challenges of the new millennium business environment. An organization that has honed the skill of managing knowledge can respond successfully to the challenges of the new economy. For example, by forging strong and long‐lasting relationships with suppliers and distributors, manufacturers can ensure a stable and sufficient flow of quality products in a timely manner at competitive prices. By doing the same, service providers can ensure not only a wider coverage and greater brand awareness, but also that quality support services are available to both internal and external customers of the firm. This article briefly discusses the role of marketing relationships and relationship marketing in the new millennium business environment and the contributions of Psychology & Marketing to the marketing relationships/relationship marketing discourse. It also introduces the contributions to this special edition and suggests some future research directions.