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Paper info: Interaction revisited


Interaction revisited


Masaaki Takemura

Place of Publication

The paper was published at the 35th IMP-conference in Paris, France in 2019.


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The purpose of this paper is to encourage industrial marketing researchers to focus on interaction theme again rather than relationship marketing. Historically and theoretically, they are different themes and originate from different theoretical roots. From an IMP point of view, there are no good and bad relationships because relationships are the result of buyer-seller interaction. Good relationships should be regarded as the result of good interaction and bad relationships might arise from poor interaction. The paper reviews the IMP interaction framework and develops a problem-solving marketing strategy framework.