RELATIONSHIP MARKETING THEORY IN PRACTICE - A CASE-STUDY

Six constructs associated with current relationship marketing theory a nd research are discussed in this article: relationship dependence tru st, commitment, communication, cooperation, and equity. These variable s are used as descriptors to develop profiles of a successful partneri ng relation ship and a typical relationship between a wood products di stributor and two manufacturing principals. In particular, the partner ing relationship is characterized by a high level of trust, a long-ter m relationship orientation, intensive information exchange, and a high level of mutual cooperation. (C) 1997 Elsevier Science Inc.