Authors: Catherine Sutton-Brady
This work-in-progress paper is the first in a series to come from a research study beingundertaken to ascertain if and how practitioners in Australia manage their relationships.Given the growing awareness of the importance of business relationships to competitivesuccess in business to business marketing (Leek et al, 2002) it is felt that this timely studywill give academics and practitioners alike an understanding of how Australian firms managetheir relationships. While there has been considerable research on the benefits ofimplementing relationship management to date only one study in the U.S. (Bain, 2001) andone study in the U.K. (Leek et al, 2002) have attempted to investigate whether companieshave established relationship management systems. In Australia especially there appears tobe a dearth of information available on the number of companies who have established acustomer management system. This paper introduces the study which hopes to fill this gap.
Journal: ( – )
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Publish Year: 2004
Conference: Copenhagen, Denmark (2004)