Business-to-business relationship marketing: an internet and international perspective

Melewar, T. C., Hunt, Carol and Bridgewater, Susan (2001) Business-to-business relationship marketing: an internet and international perspective. The Marketing Review, 2 (2) . pp. 169-185. ISSN 1469-347X [Article] (doi:10.1362/1469347012569832)


This paper examines the concept of relationship marketing in its aim for longterm customer satisfaction and retention. The suitability of the Internet for relationships was examined and it was found that interactive communication could enhance relationships across borders, but that human interaction would be important to achieve full cultural understanding and a truly successful international relationship. The types of products sold on the Internet were examined to indicate whether at present the Internet is capable of building relationships. Evidence suggests the Internet is capable of maintaining but not creating relationships, though developments are occurring. It is argued that relationships could become an area for differentiation for Internet transactions currently competing on price, adding value through efficiency and the support of the human interaction required to create successful international relationships.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13309
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Depositing User: Devika Mohan
Date Deposited: 19 May 2014 08:23
Last Modified: 13 Oct 2016 14:30

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