摘要：The purpose of this paper is to look freshly at marketing relationships to determine the core qualities that contribute to marketing relationship success. In so doing, this paper is composed of the following sections: introduction, definition and importance of marketing relationships, theories of relationship, a literature review of the core qualities that contribute to or detract from successful marketing relationships, and summary and conclusion. The core qualities examined consist of: (1) meeting the partners’ specific expectations and keeping them satisfied, (2) partners’ aligned agreement system, (3) partner and role compatibility, (4) shared values and goals, (5) safeguarding investments against the threat of opportunistic behavior, (6) communication, (7) empathy and professional intimacy, (8) trust and commitment, (9) longterm orientation, (10) providing an environment that enhances relationship, (11) system for capturing partner-specific data, (12) reciprocity or delicately balancing deposits and withdrawals, (13) nurturing or investing in the relationship, (14) control, cooperation, and productive conflict resolution, (15) ability to adapt to change, (16) keeping relationship stress at constructive levels, (17) understanding marketing relationship dissolution, and (18) personal responsibility and empowerment.
关键词：Marketing relationship; business relationship; buyer-seller dyad; relationship dyad;buyer-seller relationship; relationship quality and success
