Handbook of Relationship Marketing (Paperback)  | Released: 01-Jan-02

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.Table of ContentsPrefaceI. DOMAIN, EVOLUTION, AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES: The Domain and Conceptual Foundations of Relationship Marketing ATUL PARVATIYAR and JAGDISH N SHETHRelationship Marketing: The UK Perspective ADRIAN PAYNEThe IMP Perspective: Assets and Liabilities of Business Relationships HAKAN HAKANSSON and IVAN J SNEHOTARelationship Marketing: The Nordic School Perspective CHRISTIAN GRONROOSThe Evolution of Relationship Marketing JAGDISH N SHETH and ATUL PARVATIYARII. CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING: Relationship Marketing of Services: Growing Interest, Emerging Perspectives LEONARD L BERRYRelationship Marketing in Consumer Markets: Antecedents and Consequences JAGDISH N SHETH and ATUL PARVATIYARRelationship Marketing and Distribution Channels BARTON A WEITZ and SANDY D JAPAn Integrated Model of Buyer-Seller Relationships DAVID T WILSONStrategic Alliances: A Synthesis of Conceptual Foundations P RAJAN VARADARAJAN and MARGARET H CUNNINGHAMToward a Theory of Business Alliance Formation JAGDISH N SHETH and ATUL PARVATIYARIII. PARTNERING FOR RELATIONSHIP MARKETING: Relationship Marketing in Mass Markets C B BHATTACHARYA and RUTH N BOLTONMembership Customers and Relationship Marketing THOMAS W GRUENAffinity Partnering: Conceptualization and Issues VANITHA SWAMINATHAN and SRINIVAS K REDDYRelationship Marketing and Key Account Management JOSEPH P CANNON and NARAKESARI NARAYANDASHorizontal Alliances for Relationship Marketing DAVID W CRAVENS and KAREN S CRAVENSSupplier Partnering john t mentzerIV. ENABLERS OF RELATIONSHIP MARKETING: Relationship Marketing and Marketing Strategy: The Evolution of Relationship Marketing Strategy Within the Organization ROBERT M MORGANOrganizing for Relationship Marketing IAN GORDONInformation Technology: Its Role in Building, Maintaining, and Enhancing Relationships RAJENDRA S SISODIA and DAVID B WOLFECustomer Profitability: Analysis and Design Issues KAJ STORBACKAV. TEACHING AND RESEARCH IMPLICATIONS OF RELATIONSHIP MARKETING: Developing a Curriculum to Enhance Teaching of Relationship Marketing JOSEPH P CANNON and JAGDISH N SHETHRelationship Marketing: Paradigm Shift or Shaft? JAGDISH N SHETHIndex