Partner relationship management
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Partner relationship management (PRM) are activities the firm undertakes to build mutually satisfying long-term relations with key partners such as suppliers, distributors, ad agencies, and marketing research suppliers.
Definition
According to Marketing Management by Keller and Kotler (15th edition),
- Partner relationship management (PRM). Activities the firm undertakes to build mutually satisfying long-term relations with key partners such as suppliers, distributors, ad agencies, and marketing research suppliers.
