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Elements of Formation Governance and Evaluation Model of Relationship Marketing:
The elements constituting the formation, management and evaluation of relationship marketing
Principle:
A process of engaging in co-operative and collaborative relationships
Issues:
Egan 2001 and Palmer 1996 RM undesirable where:
Low risk situations
Dependency avoidance
Low likelihood of repurchase
Price sensitive markets
Formalised contracts
Applications:
To form, manage and evaluate relationship marketing
Source of Formation Governance and Evaluation Model of Relationship Marketing:
Parvatiyar and Sheth (1999)