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dc.contributor.authorP. Dant, Rajiv
dc.contributor.authorGlieberman, Aaron
dc.date.accessioned2017-05-03T13:06:27Z
dc.date.available2017-05-03T13:06:27Z
dc.date.issued2011
dc.date.modified2014-06-03T02:53:07Z
dc.identifier.issn0267257X
dc.identifier.doi10.1080/0267257X.2011.624535
dc.identifier.urihttp://hdl.handle.net/10072/59747
dc.description.abstractRelationship marketing (RM) has assumed a prominent role within the marketing domain. However, there is an emergent body of literature that claims that there is a dark side to the RM strategy. The dark side of RM implies that, in spite of all of RM's noted benefits, employing such a relational strategy can actually, over time, produce negative effects for firms and their partners. The present article addresses the next logical question, namely, given the inevitable emergence of the dark-side symptoms over time, what corrective strategies can the relational partners utilise to arrest this deterioration of their relationships. RM literature has frequently invoked the marriage metaphor to describe relational exchange partnerships. Not surprisingly, then, even though the metaphor is not perfect, this paper draws on the twin related literature streams of marriage counselling and marriage and relationship education to make recommendations about preventative and combative strategies for countering the onset of dark-side symptoms.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom1426
dc.relation.ispartofpageto1443
dc.relation.ispartofissue13-14
dc.relation.ispartofjournalJournal of Marketing Management
dc.relation.ispartofvolume27
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchCommercial Services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1504
dc.subject.fieldofresearchcode1505
dc.titlePreventing and Combating the Onset of Dark-Side Symptoms
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorDant, Rajiv P.


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