Malcolm Gladwell poignantly demonstrates the value of personal relationships throughout The Tipping Point. In one of his stories, he tells of the approach Roger Horchow took to attain the rights to revive the Gershwin musical of Girl Crazy as Crazy for You. According to the story, Horchow is asked by Lee Gershwin why he should…

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Like so many ideas in modern marketing, the concept of relationship marketing began as a smart, sensible realization that the then-existing paradigm, transactional marketing, was inefficient and that it made a great deal more sense to establish relationships between buyers and sellers to facilitate repeat business and “value added benefits.” One of the most significant…

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