Partnerskie relacje w kanałach rynku

Abstract

Development of new forms of co-operation in market channels is reflected by the usage of relationship marketing. It is based on the idea of corporate behaviour relying mostly on a build up of long term trust relationship between partners which is mutually adventageous. This concept goes beyond traditional transactions relations. The article points at characteristics, goals and assumptions of relationship marketing. Based on observations of market behaviours of polish enterprises in the years 1998-2001, the author considers activities aimed at creating these relationship as well as their understanding by management. It can be concluded that acceptance of this concept is no longer a choice but a must highly influencing marketing success in the distribution channel.