Research Paper – 4 FULL PAGES
With a real-world example, (CHOOSE ONE COMPANY that is B2B), illustrate how the
drivers of relationship marketing effectiveness (Figure 3.6, p. 85 of Chapter_3) operate in the
Note that you will need to review the industry or company website reports as well as
comprehensively read the supplied Chapter_3 text.
The paper should illustrate specifically:
(a) How relationship breadth and relationship quality interactively determine the
relationship strength with a real-world case, and;
(b) How relationship composition and relationship quality interactively determine the
relationship efficacy with a real-world case.
For each question, you need to cite the supporting references:
(a) the relevant page numbers in the Chapter_3 text and
(b) the industry or company websites along with the titles of the reports.
Note that plagiarism is not acceptable. When citing or duplicating the data or reports of other
people, you need to document your own interpretation, critical comments, and/or implications of
Use the format of 12-point font-size, single spacing, and a blank line between paragraphs (Do
not snap to grid).
The length of the paper should be more than 3 1 / 2 but less than 4 full pages.
You may attach additional useful supporting materials as Appendix on the 5 th page of your paper.
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