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The Economics of Customer Relationships

In: The Relationship Marketer

Author

Listed:
  • Søren Hougaard
  • Mogens Bjerre

Abstract

In the imaginary world of complete resource mobility, the relationship as a phenomenon is to some extent meaningless to discuss. Relationship considerations are not particularly important if the market is assumed to work entirely in a pure exchange-centric way independently of the context. If a supplier can replace a lost deal with a new one tomorrow at no extra cost, then a customer relation perspective is rather inferior.

Suggested Citation

  • Søren Hougaard & Mogens Bjerre, 2009. "The Economics of Customer Relationships," Springer Books, in: The Relationship Marketer, edition 0, chapter 3, pages 47-64, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-03243-1_3
    DOI: 10.1007/978-3-642-03243-1_3
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