Relationship marketing to advance with the times.doc

 PAGE \* MERGEFORMAT 9 Relationship marketing to advance with the times Shows that close cooperation between business partners, regardless of how long the relationship, trust, and obligation of relationship marketing elements of the business partner’s performance is always positive. However, with the passage of time, which showed a positive impact on diminishing trend. The 20th century, 90 years, and practice of marketing has undergone a huge change that people in the field of cooperation in the business to give a great deal of concern and attention, and will cooperate with its major commercial partners as a corporate strategy and competitive advantage an important component. In the past 10 years, people have carried out an extensive relationship marketing research, that buyers and suppliers or marketing channels formed a close working relationship between the relevant parties able to benefit and achieve win-win situation, and discussed the such as trust, obligation, relationship quality, and fair value of the relationship between variables, but the vast majority of studies have confirmed the earlier view that the marketing relationship is a meaningful thing. Facts indicate that the close relationship between the parties involved can make a more friendly way to resolve their differences, and some negative impact on the relationship easier to reach an understanding. Relationship marketing is it possible that ‘side effects’ However, some scholars believe that people have a positive effect on relationship marketing view too optimistic. Moorman (Moorman) and her colleagues, believes that business partners a high degree of mutual influence, mutual familiarity and past experience will lead to that they can not objectively evaluate each other. Gruen (Gruen) and his colleagues argued that long-term partners may have similar ‘You have recently done for me? ‘The idea, which would make him short-term costs and benefits of the more sensitive. Grayson (Grayson) and