Handbook of Relationship Marketing / Edition 1

by Atul Parvatiyar, Jagdish N. Sheth

Overview

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.

Product Details

ISBN-13:	9780761918103
Publisher:	SAGE Publications
Publication date:	12/22/1999
Series:	Marketing Series
Pages:	680
Product dimensions:	6.00(w) x 9.00(h) x 1.63(d)

About the Author

Atul Parvatiyar, Ph D, is Professor of Marketing Practice and Director of the Center for Sales & Customer Relationship Excellence at Rawls College of Business, Texas Tech University. Previously, he taught at the Goizueta Business School of Emory University (1991–2001), where he won the MBA Teaching Award. He obtained his Ph D in International Marketing from Banaras Hindu University in India and has taught at several institutions in the US, Europe and Asia. He was Robinson Research Fellow and Managing Director of the Center for Business and Industrial Marketing (CBIM) at J. Mack Robinson College of Business, Georgia State University (2001–2004); and taught Digital Marketing at Kenan-Flagler Business School, University of North Carolina at Chapel Hill (2017–2018).

Atul has published several books and articles with the legendary Professor Jagdish Sheth, including the Handbook of Relationship Marketing (SAGE, 1999) and Customer Relationship Management: Emerging Concepts, Tools and Applications (2001). Based on extensive industry research, he co-authored the books Best Practices in Post Audit Recovery: An Examination of Post-Audit Practices in the Retail Industry (2005) and Outsourcing Is In!—How CPG Companies Enhance Performance, Reduce Cost and Increase ROI through Outsourcing Sales and Marketing (2008). He was co-editor of Research in Marketing (with Jagdish Sheth) and served on editorial boards of several academic journals.

Dr Parvatiyar is also the Founder of Institute for Customer Relationship Management (i CRM) and has extensive consulting experience for leading global companies across various industries in North America, Europe and Asia. His areas of expertise include global customer management, CRM, loyalty programs, digital marketing and sustainability strategies.

Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory’s faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology.


Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, Bell South, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited.


Professor Sheth’s accolades include “Outstanding Marketing Educator,” an award presented by the Academy of Marketing Science, the “Outstanding Educator” award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award.


In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association.


Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth’s most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A’s of Marketing.

Table of Contents

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 Grönroos
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?

Editorial Reviews

"This is a 'must-read' book for professors who wish to start or continue serious academic work in this emerging field of relationship marketing as well as for practitioners who increasingly need to focus on establishing a relationship with each of their customers."

Lluis G. Renart

Relationship marketing has become central to business as companies have begun to stress cooperation and collaboration between suppliers and customers. Specialists in business and marketing provide basic coverage of the theories, concepts, and applications of relationship marketing. Specific topics covered include case studies of relationship marketing in the UK and the Nordic region, the theory of strategic alliances, affinity partnering, horizontal alliances, organizing for relationship marketing, and customer profitability. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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