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Handbook of Relationship Marketing
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Handbook of Relationship Marketing

  • 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
  • Jagdish N Sheth - Emory University, USA
Other Titles in:
Marketing | Relationship Marketing
December 1999 | 680 pages | SAGE Publications, Inc
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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. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global 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.
 
PART ONE: DOMAIN, EVOLUTION AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES
Atul Parvatiyar and Jagdish N Sheth
The Domain and Conceptual Foundations of Relationship Marketing
Adrian Payne
Relationship Marketing
The UK Perspective

 
H[accent]akan H[accent]akansson and Ivan Snehota
The IMP Perspective
Asset and Liability of Business Relationships

 
Christian Grönroos
Relationship Marketing
The Nordic School Perspective

 
Jagdish N Sheth and Atul Parvatiyar
The Evolution of Relationship Marketing
 
PART TWO: CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING
Leonard L Berry
Relationship Marketing of Services
Growing Interest, Emerging Perspectives

 
Jagdish N Sheth and Atul Parvatiyar
Relationship Marketing in Consumer Markets
Antecedents and Consequences

 
Barton A Weitz and Sandy D Jap
Relationship Marketing and Distribution Channels
David T Wilson
An Integrated Model of Buyer-Seller Relationships
P Rajan Vardarajan and Margaret H Cunningham
Strategic Alliances
A Synthesis of Conceptual Foundations

 
Jagdish N Sheth and Atul Parvatiyar
Towards a Theory of Business Alliance Formation
 
PART THREE: PARTNERING FOR RELATIONSHIP MARKETING
C B Bhattacharya and Ruth N Bolton
Relationship Marketing in Mass Markets
Thomas W Gruen
Membership Customers and Relationship Marketing
Vanitha Swaminathan and Srinivas K Reddy
Affinity Partnering
Conceptualization and Issues

 
Joseph P Cannon and Narakesari Narayandas
Relationship Marketing and Key Account Management
David W Cravens and Karen S Cravens
Horizontal Alliances for Relationship Marketing
John T Mentzer
Supplier Partnering
 
PART FOUR: ENABLERS OF RELATIONSHIP MARKETING
Robert M Morgan
Relationship Marketing and Marketing Strategy
The Evolution of Relationship Marketing Strategy within the Organization

 
Ian Gordon
Organizing for Relationship Marketing
Rajendra S Sisodia and David B Wolfe
Information Technology
Its Role in Building, Maintaining and Enhancing Relationships

 
Kaj Storbacka
Customer Profitability
Analysis and Design Issues

 
 
PART FIVE: TEACHING AND RESEARCH IMPLICATIONS OF RELATIONSHIP MARKETING
Joseph P Cannon and Jagdish N Sheth
Developing a Curriculum to Enhance Teaching of Relationship Marketing
Jagdish N Sheth
Relationship Marketing
Paradigm Shift or Shaft?

 

"This is a 'must-read' book for professors who wish to start or continue serious academic work in this emerging field of relationship marketing as well as for practitioners who increasingly need to focus on establishing a relationship with each of their customers." 

Lluis G. Renart
University of Navarra, Barcelona, Spain

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

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

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