Browsing Department of Marketing Faculty Publications by Author "Niculescu, Mihai"

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One-to-One and One-to-Many Business Relationship Marketing: Toward a Theoretical Framework

Niculescu, Mihai; Payne, Collin R.; Krishnan, Vijaykumar (Journal of Business-to-Business Marketing, 2013-04)

Purpose. This work addresses mixed findings in relationship marketing literature regarding the importance of micro-level (interpersonal) relationships on firm outcome. MethodobgylApproach: The article leverages impression ...