Includes references at the end of each chapter

Includes index (p.621-660).

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.

eng.