The role of cross-cultural B2B relationship marketing : an investigation of Saudi Telecom Company (STC)

@inproceedings{Baghdadi2013TheRO,
  title={The role of cross-cultural B2B relationship marketing : an investigation of Saudi Telecom Company (STC)},
  author={Waheed I. Baghdadi},
  year={2013}
}
With the increasing expansion of companies into the global markets, Relationship Marketing (RM) has become more significant than ever, drawing to it the interest of scholars and the attention of practitioners. One aspect of the subject, which this research addresses, is the need to understand the nature and importance of relationships across cultures, since such understanding is critical to organizational expansion. The focus of this research is B2B relationship marketing, with cross-cultural… CONTINUE READING

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