Monthly Archives: March, 2012
Relationship marketing in Vietnam – An empirical study
Purpose
The purpose of this paper is to answer two research questions: does relationship marketing orientation (RMO) have an impact on customer satisfaction; and do...
Creating superior customer value for B2B firms through supplier firm capabilities
Abstract
In a dynamic global business-to-business (B2B) environment, innovation and marketing appear crucial to providing supplier firms' positional advantage through the ability to create value...