Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

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Discuss the role of relationship marketing and strategic alliances in business marketing. Relationship marketing entails seeking and establishing long-term alliances or partnerships with customers. A strategic alliance is a cooperative agreement between business firms. Firms form alliances to leverage what they do well by partnering with others that have complementary skills.
3.1 Why is relationship or personal selling the best way to promote in business marketing?