- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
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.
Contents
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
