Much of this information is based on the marketing theory and research of C. B. Bhattacharya, of Emory University; and Ruth N. Bolton of the University of Maryland. 3 Necessary Conditions for Buyer Relations Any relationship forms only when there are benefits to both parties. For the seller, benefits include the cost savings of retention, immunity from competition, and ease of up-selling. For the buyer, benefits include lower risk, cost savings in the form of special pricin