Abstract
Traditional concepts of ‘marketing management’ intuitively reflect the notion of
‘intervention’, whether it is developing a new product to exploit a particular market niche or more generally intervening in markets to achieve a sustainable competitive advantage. However, in ‘relationship marketing’ the discussion of ‘intervention strategy’ is less precisely defined. Contributing to this imprecision is the lack of an overall cohesive framework for understanding ‘relationship marketing’ processes and the mechanisms which drive these processes. This paper seeks to advance our understanding of relationship marketing processes with special reference to business-to-business partnering, the mechanisms which drive these
processes and the implications for ‘intervention strategy’ with respect to ‘alliance
competence’ and ‘alliance structural and governance issues within the context of a
quantitative study of 163 Australian based business-to-business partnerships.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2006 Abstracts & programme |
| Subtitle of host publication | Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance |
| Place of Publication | Brisbane, Qld |
| Publisher | Queensland University of Technology |
| Number of pages | 7 |
| ISBN (Print) | 1741091399 |
| Publication status | Published - 2006 |
| Event | Australian and New Zealand Marketing Academy Conference (2006) - Brisbane Duration: 4 Dec 2006 → 6 Dec 2006 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2006) |
|---|---|
| City | Brisbane |
| Period | 4/12/06 → 6/12/06 |