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Supplier Relationship Levels — Consequences and Contents

In: The Relationship Marketer

Author

Listed:
  • Søren Hougaard
  • Mogens Bjerre

Abstract

Using a ladder to symbolise how relationships develop is not a random choice as the most important benefit of a ladder is the ability to climb up and down, safely and with minimal risk. We will use the relationship ladder to illustrate two important concepts in relationship marketing. The first is that it takes time to climb the relationship ladder. Close relationships don’t develop quickly. The second is that the relationship will develop based on mutual exchanges, i.e. a proven track record.

Suggested Citation

  • Søren Hougaard & Mogens Bjerre, 2009. "Supplier Relationship Levels — Consequences and Contents," Springer Books, in: The Relationship Marketer, edition 0, chapter 6, pages 107-129, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-03243-1_6
    DOI: 10.1007/978-3-642-03243-1_6
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