Handbook of relationship marketing
- New Delhi Sage Publications India Pvt. Ltd. 2002
- xvi, 660 p.
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.