The literature on how customers make their service-provider choices largely distinguishes between private and business customers, and companies’ offerings have been separated accordingly. This study takes a closer look at the possible differences between these two customer categories. The...

This paper presents an historical analysis of relationship marketing. We discuss the roots and the directions of relationship marketing that are considered relevant: their origins, the Industrial Marketing and Purchasing group (IMP) approach to business relationships, the Nordic approach to...

Starting from the analysis of corporate reputation construct, this research focuses on the emergent property of corporate reputation process that results from individual corporate image’s transmission within a informal network where various actors interact. This emergent property is...