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<p>Firms invest heavily in different types of business-to-business relationship marketing in the belief that it bolsters their bottom line. How effective is this investment, and how can companies measure its success? This study analyzes the various aspects of business-to-business relationship marketing. Data from a matched set of 313 business customers covered by 143 salespeople employed by 34 selling firms indicates that investments in social relationship marketing pay off handsomely, financial relationship marketing does not, and structural relationship marketing is economically viable for customers serviced frequently.</p>
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Firms invest heavily in different types of business-to-business relationship marketing in the belief that it bolsters their bottom line. How effective is this investment, and how can companies measure its success? This study analyzes the various aspects of business-to-business relationship marketing. Data from a matched set of 313 business customers covered by 143 salespeople employed by 34 selling firms indicates that investments in social relationship marketing pay off handsomely, financial relationship marketing does not, and structural relationship marketing is economically viable for customers serviced frequently.

How Companies Can Measure the Success of their Relationship Marketing Investments

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Firms invest heavily in different types of business-to-business relationship marketing in the belief that it bolsters their bottom line. How effective is this...

How Companies Can Measure the Success of their Relationship Marketing Investments

Published Online: Jul 19, 2014

Page range: 24 - 35

DOI: https://doi.org/10.2478/gfkmir-2014-0082

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.