Desenvolvimento dos relacionamentos entre comprador e vendedor

Resumos

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.

Exchange between buyer and seller; marketing strategies; developing buyer-seller relationships; marketing research

RAE CLÁSSICOS

Desenvolvimento dos relacionamentos entre comprador e vendedor

F. Robert Dwyer^I; Paul H. Schurr^II; Sejo Oh^III

^IUniversity of Cincinnati

^IIUniversity at Albany

^IIIYonsei University

RESUMO

A teoria e a prática do marketing se concentraram persistentemente nas trocas entre compradores e vendedores. Infelizmente, a maior parte da pesquisa e um número excessivo de estratégias de marketing tratam as trocas entre compradores e vendedores como eventos singulares e não como relacionamentos contínuos. Os autores descrevem um arcabouço para o desenvolvimento de relacionamentos entre comprador e vendedor que permite uma visão privilegiada para a formulação de estratégias de marketing e para o estímulo a novas áreas de pesquisa.

Palavras-chave: Trocas entre comprador e vendedor, estratégias de marketing, desenvolvimento de relacionamento comprador–vendedor, pesquisa em marketing.

ABSTRACT

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.

Key words: Exchange between buyer and seller, marketing strategies, developing buyer–seller relationships, marketing research.

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Aprovado em 01.02.2006.

F. Robert Dwyer

Professor da cadeira Joseph S. Stern de Marketing na University of Cincinnati.

Interesses de pesquisa nas áreas de Governança Interfirmas, Canais de Marketing, Relações Comprador– Vendedor, Marketing Direto.

E-mail: [e-mail]

Endereço: University of Cincinnati, 430 Carl H. Lindner Hall, PO Box 210145, Cincinnati – Ohio, 45221-0145, U.S.A.

Paul H. Schurr

Professor de Marketing da School of Business – University at Albany (SUNY).

Interesses de pesquisa nas áreas de Desenvolvimento de Relacionamentos entre Negócios, Negociação e Marketing de Indústria de Alta Tecnologia.

E-mail: [e-mail]

Endereço: School of Business, University at Albany (SUNY), 1400 Washington Ave. Albany – NY, 12222, U.S.A.

Sejo Oh

Professor de Marketing da Graduate School of Business Administration – Yonsei University.

Interesses de pesquisa nas áreas de Desenvolvimento de Relacionamentos entre Negócios, Marketing.

E-mail: [e-mail]

Endereço: Graduate School of Business Administration, Yonsei University, Seoul 120-749, Korea.

Artigo convidado.

Datas de Publicação

• Publicação nesta coleção
  01 Ago 2011
• Data do Fascículo
  Set 2006