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J.  McAlexander and Schouten, J. W., ?Interpersonal Relationships Within the Context of the Commercial Marketplace?, International Network on Personal Relationships. 1996.\par \par J. W.  Schouten and McAlexander, J., ?Positioning Services for Competitive Advantage?, Journal of Services Marketing, vol. 13, pp. 69-75, 1988.\par \par }