Abstract
The sales representatives of a pharmaceutical manufacturer in India were surveyed to explore the effects of relationship marketing on sales performance. Specifically, the effect of buyer-seller relationship quality on sales performance was assessed. The results indicated that customer oriented selling behaviors helped in developing buyer-seller relationship quality and adaptive selling behaviors fully mediated the effects of buyer-seller relationship quality on sales performance. Based on the findings, managerial implications for US firms operating in developing economies, such as India, are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 1-14 |
| Number of pages | 14 |
| Journal | Marketing management journal |
| Volume | 20 |
| Issue number | 2 |
| Publication status | Published - 2010 |