Handbook of Relationship Marketing

Handbook of Relationship Marketing

4.11 - 1251 ratings - Source

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.6a€“1992). University Park: Pennsylvania State University, Institute for the Study of Business Markets. Han, S.L., aamp; Wilson, ... Alliances in industrial purchasing: The determinants of joint action in buyersupplier relationships. Journal of Marketinganbsp;...

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


You Must CONTINUE and create a free account to access unlimited downloads & streaming