Abstract

Get full access to this article
View all access options for this article.
References
1.
Alajoutsijarvi
K.
Moller
K.
Tahtinen
J.
(2000 ), Beautiful exit: how to leave your business partner , European Journal of Marketing , 34 , 11/12 , 1270 –90 .
2.
Baumgartner
J.
(1991 ), Nonemarketing professionals need more than 4 Ps , Marketing News , 22 , juillet , 28 .
3.
Deming
W.E.
(1988 ), Out of the crisis , Cambridge University Press .
4.
Grönroos
C.
(1994 ) From marketing mix to relationship marketing: towards a paradigm shift in marketing , Management Decision , 32 , 2 , 4 –20 .
5.
Hoekstra
J.C.
(1993 ), Direct marketing , Groningen , Wolters-Noordhoff .
6.
Mc Carthy
E.J.
(1960 ), Basic marketing , Homewood, IL : Irwin .
7.
McDonald
M.
Millman
T.
Rogers
B.
(1997 ), Key account management: theory, practice and challenges , Journal of Marketing Management , 13 , 8 , 737 –757 .
8.
Mintzberg
H.
Waters
J.
(1985 ), Of strategies deliberate and emergent , Strategic Management Journal , 6 , 257 –272 .
9.
Morgan
R.M.
Hunt
S.D.
(1994 ), The commitment-trust theory of relationship marketing , Journal of Marketing
58 , 3 , 20 –38 .
10.
Porter
M.E.
(1982 ), Choix stratégiques et concurrence , Paris , Economica .
