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Paper info: Marketing relationships Outside the Marketing Realm


Marketing relationships Outside the Marketing Realm


Tor Korneliussen
Bodø Graduate School of Business
Tor Korneliussen

Place of Publication

The paper was published at the 16th IMP-conference in Bath, U.K in 2000.


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Relationship marketing has been shown to have important effects on the relationship betweenindustrial buyers and sellers. There has however been little research showing how actorsoutside the value chain use relationship marketing to support ongoing business activities.This paper uses a case study to show how a small coastal community which drives itselfexclusively with the production and export of fish products uses non-marketing relationshipsto solidify relationships between its exporters and foreign importers. This is done throughseveral mechanisms, such as, building reciprocity and personal ties with foreign actors suchas politicians, administrators, trades people, culture workers and schools. The paper buildson resource dependence theory and relationship marketing.