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
- ISBN10 0761918116
- ISBN13 9780761918110
- Publish Date 1 March 2000 (first published 1 January 1999)
- Publish Status Out of Print
- Out of Print 26 February 2010
- Publish Country US
- Imprint SAGE Publications Inc
- Format Paperback
- Pages 680
- Language English