Trust-creating practices for marketing managers

Abstract This paper deals with trust-creating and maintaining practices from the point of view of marketing managers. It shows how they can introduce trust into their customers and organizations. It is emphasized that successful business is based on trust between participants. In complex, turbulent and volatile environments trust brings about significant benefits to companies. It lowers transactions costs, promotes innovations and efficiency, and furthers people's willingness to share their experiences and insights. Mistrust, in turn, makes conflict-solution difficult for them and creates extra costs for all. People who mistrust each other are unwilling to share ideas, collaborate, and help each other.

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