Handbook of Relationship Marketing

Jagdish N Sheth author Atul Parvatiyar author

Format:Hardback

Publisher:SAGE Publications Inc

Currently unavailable, and unfortunately no date known when it will be back

Handbook of Relationship Marketing cover

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

"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. Re

ISBN: 9780761918103

Dimensions: unknown

Weight: 1080g

680 pages