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exchange relationship strategy

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Describe how an exchange relationship strategy should work, in the context of marketing and customer relationships. Aproximately 500 words, backed up by research from outside sources, with examples to illustrate points.

Thank you.

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Please respond with quoate on how many credits you require to write this essay:

Describe how an exchange relationship strategy should work, in the context of marketing and customer relationships. Approximately 500 words, backed up by research from outside sources, with examples to illustrate points.

Thank you.

An exchange relationship strategy should work in several ways. Relationship marketing is built on the foundation that there should be mutually beneficial exchange between business partners. there are marketing experts that believe that in relationship marketing all marketing activities should be directed at developing and maintaining successful exchanges. It is important in relational marketing that commitment and trust be built. The exchange relationship strategy should be to protect relationship investments. Further, there should be some commitment between the exchange partners of continuity. Most importantly, exchange of information should keep the relationship fresh. Interdependence between the exchange partners is essential for trust and cooperation to become meaningful. When marketers seek to establish exchange relationship, ...

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