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Chapter 8 Managing B2B Relationships

DOI: 10.23912/978-1-906884-54-3-1741

ISBN: 978-1-906884-54-3

Published: November 2011

Component type: chapter

Published in: Business Marketing: The Theory and Practice of B2B

Parent DOI: 10.23912/978-1-906884-54-3-2069



Following the exploration of the nature and characteristics of marketing channels, it is necessary to consider some of the managerial issues, processes and systems associated with maintaining and developing collaborative relationships. First, the nature, dispersion and use of power in relationships is examined, then time is spent looking at channel conflict and ways in which it can be minimised, recognising that some conflict can be constructive. Following a consideration of two important concepts, trust and commitment, which are considered to be a foundation of successful B2B relationships, the chapter concludes with a brief overview of the role of technology in managing relationships with a focus on CRM systems.

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  • Chris Fill (Author)
  • Scot McKee (Author)

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  • Chris Fill (Author)
  • Scot McKee (Author)

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Fill & McKee, 2011

Fill, C. & McKee, S. (2011) "Chapter 8 Managing B2B Relationships" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1741


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Chapter 8 Managing B2B Relationships [Details]Price: £4.99*Licences / Downloadable file

Published in Business Marketing: The Theory and Practice of B2B

Chapter 8 Managing B2B Relationships [Details]Price: £4.99*Licences / Downloadable file
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