Partner relationship management

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.