Developing Buyer-Seller Relationships

F. Robert Dwyer; Paul H. Schurr; Sejo Oh

doi:10.1177/002224298705100202

Developing Buyer-Seller Relationships

F. Robert Dwyer¹; Paul H. Schurr²; Sejo Oh³

¹ Associate Professor of Marketing · ² Associate Professor of Marketing, State University of New York, Albany · ³ Doctoral student in marketing, University of Cincinnati

Journal of Marketing 1987

Marketing theory and practice have focused persistently on exchange between buyers and sellers. Unfortunately, most of the research and too many of the marketing strategies treat buyer-seller exchanges as discrete events, not as ongoing relationships. The authors describe a framework for developing buyer-seller relationships that affords a vantage point for formulating marketing strategy and for stimulating new research directions.

DOI: 10.1177/002224298705100202
Volume: 51 (2)
Pages: 11-27
Language: en
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