Qualities That Contribute to Marketing Relationship Success |

ABSTRACT:

Thepurpose of this paper is to look freshly at marketing relationships todetermine the core qualities that contribute to marketing relationship success.In so doing, this paper is composed of the following sections:  introduction, definition and importance ofmarketing relationships, theories of relationship, a literature review of thecore qualities that contribute to or detract from successful marketingrelationships, and summary and conclusion. The core qualities examined consist of: (1) meeting the partners’specific expectations and keeping them satisfied, (2)  partners’ aligned agreement system, (3)partner and role compatibility, (4) shared values and goals, (5)  safeguarding investments against the threatof opportunistic behavior, (6) communication, (7) empathy and professionalintimacy, (8) trust and commitment, (9) long- term orientation, (10) providingan environment that enhances relationship, (11) system for capturingpartner-specific data, (12) reciprocity or delicately balancing deposits andwithdrawals, (13) nurturing or investing in the relationship, (14) control,cooperation, and productive conflict resolution, (15) ability to adapt tochange, (16) keeping relationship stress at constructive levels, (17)  understanding marketing relationshipdissolution, and (18) personal responsibility and empowerment.