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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
February 2000 | 680 pages | SAGE Publications, Inc
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
H[accent]akan H[accent]akansson and Ivan Snehota
The IMP Perspective
Christian Grönroos
Relationship Marketing
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
Jagdish N Sheth and Atul Parvatiyar
Relationship Marketing in Consumer Markets
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
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
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
Ian Gordon
Organizing for Relationship Marketing
Rajendra S Sisodia and David B Wolfe
Information Technology
Kaj Storbacka
Customer Profitability
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
"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."
University of Navarra, Barcelona, Spain
