Abstract
This paper looks at measuring relationship marketing orientation as a higher order factor structure and provides evidence from b2b markets
| Original language | English |
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| Publication status | Published - Jun 2010 |
| Event | 39th EMAC Annual Conference 2010 - Copenhagen, Denmark Duration: 25 May 2010 → … |
Conference
| Conference | 39th EMAC Annual Conference 2010 |
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| Country/Territory | Denmark |
| City | Copenhagen |
| Period | 25/05/10 → … |
Keywords
- measuring
- relationship marketing orientation
- higher order factor structure
- evidence
- b2b markets