This book is a compilation of conclusions drawn from detailed case studies, review of existing literature and empirical research, and case findings. The author suggests that firms stress on both relational and transactional elements of marketing. Students and professionals can benefit from reading the case studies discussed here on this widely discussed issue.
ABOUT THE AUTHOR Adam Lindgreen
Dr. Adam Lindgreen is an Assistant Professor of marketing with Eindhoven University of Technology. He received his PhD from Cranfield University. He has been a visiting professor with several universities including most recently Monash University, Melbourne University, and Georgia State University. Adam Lindgreen has published in Psychology & Marketing, Industrial Marketing Management, Journal of Business Ethics, Journal of Marketing Management, and Journal of Customer Behaviour, among other journals. His research interests include relationship management, market orientation, purchasing, leadership, corporate social responsibility, and consumer behavior.
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