Group essay

Choose one of the following two questions

  1. What are the core dimensions of relationship marketing (RM) in terms of antecedents, characteristics, and consequences of RM? How does RM differ from Customer Relationship Marketing (CRM)? How does Social Exchange Theory (SET) inform RM?
  2. What is the essence of a ‘business network’ and how does the characteristics of a network affect a firm embedded in such a network? What are options for a company to ‘manage in a network’? What are crucial theories underlying the ‘management in network’ by companies?

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