Supplier Relationship Levels — Consequences and Contents

Søren Hougaard () and Mogens Bjerre ()

Chapter 6. in The Relationship Marketer, 2009, pp 107-129 from Springer

Abstract: Abstract Using a ladder to symbolise how relationships develop is not a random choice as the most important benefit of a ladder is the ability to climb up and down, safely and with minimal risk. We will use the relationship ladder to illustrate two important concepts in relationship marketing. The first is that it takes time to climb the relationship ladder. Close relationships don’t develop quickly. The second is that the relationship will develop based on mutual exchanges, i.e. a proven track record.

Keywords: Customer Orientation; Customer Relationship; Relationship Marketing; Mutual Exchange; Relationship Marketer (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/978-3-642-03243-1_6

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