ANALISIS EFEKTIVITAS HUBUNGAN PEMASARAN DAN FAKTOR-
FAKTOR YANG MEMPENGARUHINYA (Studi Kasus pada Air Mineral AQUA di Kota Kisaran)
Oleh : Muhammad Zuardi
Dosen Jurusan Akuntansi Politeknik Negeri Medan
This paper describes how the company’s strategy to improve the effectiveness of its marketing relationship with the retailernya. The effectiveness of relationship marketing is becoming an important factor in today’s competition. The research proves that the effectiveness of the marketing relationship is influenced by trust and cooperation. In addition this paper also shows the factors that influence the formation of trust and cooperation.
Keywords: communication, commitment, trust, cooperation, relationship marketing