Handbook of Relationship Marketing

PART ONE: 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 - Adrian Payne The UK Perspective The IMP Perspective - H[accent]akan H[accent]akansson and Ivan Snehota Asset and Liability of Business Relationships Relationship Marketing - Christian Gronroos The Nordic School Perspective The Evolution of Relationship Marketing - Jagdish N Sheth and Atul Parvatiyar PART TWO: CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING Relationship Marketing of Services - Leonard L Berry Growing Interest, Emerging Perspectives Relationship Marketing in Consumer Markets - Jagdish N Sheth and Atul Parvatiyar Antecedents and Consequences Relationship Marketing and Distribution Channels - Barton A Weitz and Sandy D Jap An Integrated Model of Buyer-Seller Relationships - David T Wilson Strategic Alliances - P Rajan Vardarajan and Margaret H Cunningham A Synthesis of Conceptual Foundations Towards a Theory of Business Alliance Formation - Jagdish N Sheth and Atul Parvatiyar PART THREE: 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 - Vanitha Swaminathan and Srinivas K Reddy Conceptualization and Issues 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 PART FOUR: ENABLERS OF RELATIONSHIP MARKETING Relationship Marketing and Marketing Strategy - Robert M Morgan The Evolution of Relationship Marketing Strategy within the Organization Organizing for Relationship Marketing - Ian Gordon Information Technology - Rajendra S Sisodia and David B Wolfe Its Role in Building, Maintaining and Enhancing Relationships Customer Profitability - Kaj Storbacka Analysis and Design Issues PART FIVE: 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 - Jagdish N Sheth Paradigm Shift or Shaft?