Handbook of Relationship Marketing

Handbook of Relationship Marketing

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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 of this volume 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.In many ways the development of this book and the subject area of relationship marketing mirrors the early stages of the ... by leading scholars, and that authored by Hunt (1983) provided useful teaching material on this subject in PhD programs. ... We have attempted to include contributions of some of the best- known scholars on this subject by inviting them to write chapters specifically for this book.

Title:Handbook of Relationship Marketing
Author:Atul Parvatiyar, Jagdish N Sheth
Publisher:SAGE Publications - 1999-12-22


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