Handbook of Relationship Marketing

By Atul Parvatiyar and Jagdish N. Sheth

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 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 issues that firms must face to enable relationship marketing
* New ways of teaching and learning relationship marketing

• Format: Hardcover
• Language: English
• ISBN: 0761918108
• ISBN13: 9780761918103
• Release Date: December 1999
• Publisher: Sage Publications
• Length: 680 Pages
• Weight: 2.75 lbs.
• Dimensions: 1.9" x 6.3" x 9.3"

Customer Reviews

Handbook of Relationship Marketing

This book attempts to pull together the latest thinking on relationship marketing from America, the UK and Europe. It is a very good reference book for someone carrying out academic study in the field. It is biased towards business to business and services and admits that relationship marketing is not as well documented in the area of mass market products.