Description
Book SynopsisAs 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 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.
The
Handbook of Relationship Marketing covers the entire scope of relationship marketing, including:
* The domain, evolution, and growth of relationship marketing
* The conceptual and theoretical foundations of relationship marketing
* Partnership i
Trade Review"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
Table of ContentsPART ONE: 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 - Adrian Payne The UK Perspective The IMP Perspective - H[accent]akan H[accent]akansson and Ivan Snehota Asset and Liability of Business Relationships Relationship Marketing - Christian Grönroos The Nordic School Perspective The Evolution of Relationship Marketing - Jagdish N Sheth and Atul Parvatiyar PART TWO: CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING Relationship Marketing of Services - Leonard L Berry Growing Interest, Emerging Perspectives Relationship Marketing in Consumer Markets - Jagdish N Sheth and Atul Parvatiyar Antecedents and Consequences Relationship Marketing and Distribution Channels - Barton A Weitz and Sandy D Jap An Integrated Model of Buyer-Seller Relationships - David T Wilson Strategic Alliances - P Rajan Vardarajan and Margaret H Cunningham A Synthesis of Conceptual Foundations Towards a Theory of Business Alliance Formation - Jagdish N Sheth and Atul Parvatiyar PART THREE: 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 - Vanitha Swaminathan and Srinivas K Reddy Conceptualization and Issues 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 PART FOUR: ENABLERS OF RELATIONSHIP MARKETING Relationship Marketing and Marketing Strategy - Robert M Morgan The Evolution of Relationship Marketing Strategy within the Organization Organizing for Relationship Marketing - Ian Gordon Information Technology - Rajendra S Sisodia and David B Wolfe Its Role in Building, Maintaining and Enhancing Relationships Customer Profitability - Kaj Storbacka Analysis and Design Issues PART FIVE: 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 - Jagdish N Sheth Paradigm Shift or Shaft?
