Returns on business-to-business relationship marketing investments: Strategies for leveraging profits

Marketing Science

Volumn 25, Issue 5, 2006, Pages 477-493

  Palmatier, Robert W ^a   Gopalakrishna, Srinath ^b   Houston, Mark B ^b  

^a UNIVERSITY OF CINCINNATI   (United States)

^b UNIVERSITY OF MISSOURI   (United States)

Author keywords

Allocation; Customer relationship management; Financial outcomes; Hierarchical linear modeling; Marketing strategy; Relationship marketing

Indexed keywords

EID: 33750524647     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0209     Document Type: Review

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