Handbook of relationship marketing
Material type:
TextPublication details: New Delhi Sage Publications India Pvt. Ltd. 2002 Description: xvi, 660 pISBN: 9788178291048Subject(s): Relationship marketingDDC classification: 658.8 Summary: Table of content
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
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.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
|
Indian Institute of Management LRC General Stacks | Marketing | 658.8 SHE (Browse shelf(Opens below)) | 1 | Available | 001587 |
Table of content
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
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.
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