Instructor Manual for the Case: Parkin (Singapore) Pte. Ltd
Yau, Oliver Hon-ming, Journal of Global Business and Technology
The concept of relationship marketing was formally introduced by Berry (1983), who defined it as attracting, maintaining and enhancing customer relationships. Gronroos (1991) defines relationship marketing as establishing relationships with customers and other parties at a profit by mutual exchange and fulfilment of promises. Some researchers interpret guanxi as the Chinese version of relationship marketing (Simmons and Munch, 1996). Relationship marketing is rooted in North American and European culture, while guanxi is rooted in Chinese culture. Luo (1997) defines guanxi as a special type of relationship that bonds the exchange partners through a reciprocal exchange …
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Publication information: Article title: Instructor Manual for the Case: Parkin (Singapore) Pte. Ltd. Contributors: Yau, Oliver Hon-ming - Author. Journal title: Journal of Global Business and Technology. Volume: 3. Issue: 2 Publication date: Fall 2007. Page number: 52+. © Global Business and Technology Association Fall 2008. Provided by ProQuest LLC. All Rights Reserved.
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