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Handbook of Relationship Marketing
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Handbook of Relationship Marketing

Reprint Edition
Edited by:
  • Jagdish N Sheth - Ph.D., Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, USA
  • Atul Parvatiyar - Texas Tech University, Lubbock, TX, USA, Emory University, Atlanta, GA, USA, SP Jain School of Global Management, Mumbai, India, University of North Carolina at Chapel Hill, USA, Georgia State University, Atlanta, GA, USA, XLRI Jamshedpur, India

Other Titles in:
Marketing

670 pages | SAGE India
As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the `core` of all marketing activity. Editors Jagdish N Sheth and Atul Parvatiyar have assembled an authoritative cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach is eclectic, including a broad coverage of topics, diverse theoretical and conceptual paradigms, and global viewpoints.
Preface

 
 
I. DOMAIN, EVOLUTION, AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES
The Domain and Conceptual Foundations of Relationship Marketing

Atul Parvatiyar and Jagdish N Sheth
Relationship Marketing: The UK Perspective

Adrian Payne
The IMP Perspective: Assets and Liabilities of Business Relationships

Hakan Hakansson and Ivan J Snehota
Relationship Marketing: The Nordic School Perspective

Christian Gronroos
The Evolution of Relationship Marketing

Jagdish N Sheth and Atul Parvatiyar
 
II. CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING
Relationship Marketing of Services: Growing Interest, Emerging Perspectives

Leonard L Berry
Relationship Marketing in Consumer Markets: Antecedents and Consequences

Jagdish N Sheth and Atul Parvatiyar
Relationship Marketing and Distribution Channels

Barton A Weitz and Sandy D Jap
An Integrated Model of Buyer-Seller Relationships

David T Wilson
Strategic Alliances: A Synthesis of Conceptual Foundations

P Rajan Varadarajan and Margaret H Cunningham
Toward a Theory of Business Alliance Formation

Jagdish N Sheth and Atul Parvatiyar
 
III. PARTNERING FOR RELATIONSHIP MARKETING
Relationship Marketing in Mass Markets

C B Bhattacharya and Ruth N Bolton
Membership Customers and Relationship Marketing

Thomas W Gruen
Affinity Partnering: Conceptualization and Issues

Vanitha Swaminathan and Srinivas K Reddy
Relationship Marketing and Key Account Management

Joseph P Cannon and Narakesari Narayandas
Horizontal Alliances for Relationship Marketing

David W Cravens and Karen S Cravens
Supplier Partnering

John T Mentzer
 
IV. ENABLERS OF RELATIONSHIP MARKETING
Relationship Marketing and Marketing Strategy: The Evolution of Relationship Marketing Strategy Within the Organization

Robert M Morgan
Organizing for Relationship Marketing

Ian Gordon
Information Technology: Its Role in Building, Maintaining, and Enhancing Relationships

Rajendra S Sisodia and David B Wolfe
Customer Profitability: Analysis and Design Issues

Kaj Storbacka
 
V. TEACHING AND RESEARCH IMPLICATIONS OF RELATIONSHIP MARKETING
Developing a Curriculum to Enhance Teaching of Relationship Marketing

Joseph P Cannon and Jagdish N Sheth
Relationship Marketing: Paradigm Shift or Shaft?

Jagdish N Sheth
Index

 

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Jagdish N. Sheth

Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory’s faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology. ... More About Author

Atul Parvatiyar

Atul Parvatiyar, PhD, is Professor of Marketing Practice and Director of the Center for Sales & Customer Relationship Excellence at Rawls College of Business, Texas Tech University. Previously, he taught at the Goizueta Business School of Emory University (1991–2001), where he won the MBA Teaching Award. He obtained his PhD in International Marketing from Banaras Hindu University in India and has taught at several institutions in the US, Europe and Asia. He was Robinson Research Fellow and Managing Director of the Center for Business and Industrial Marketing (CBIM) at J. Mack Robinson College of Business, Georgia State University (2001... More About Author