Identification of Market Assets and Relationship Merits as Major Sources of Sustainable Competitive Advantage in the Pacific Market

Abstract

A variety of papers on relationship marketing have been published in recent years. The issues raised in the second research conference on relationship marketing include channel management, business-to-business marketing, consumer behavior, and marketing strategy (Sheth and Parvatiyar, 1994). But the benefits which can be derived from relationship. marketing have not yet been clearly defined. Who are the relationship partners that are involved in marketing performance? Is it possible to apply the concept of relationship marketing to the study of international marketing? How can we compare U. S. trade policy and Japanese trade policy from the perspective of relationship marketing in Pacific trade?