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Purpose
The authors propose to reply to the comment by Mario Rese on the article “The explanatory foundations of relationship marketing theory.”
Design/methodology/approach
This paper provides a critical analysis.
Findings
The comment of Rese has misspecified the major problems facing those firms adopting relationship marketing‐based strategies.
Practical implications
In order to find the answers as to why some relationship marketing efforts are successful and others are not, marketing managers must look at more than one research tradition.
Originality/value
This paper clarifies the eight types of factors that influence relationship marketing‐based strategy success.
© Emerald Group Publishing Limited
2006
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