Handbook of Relationship Marketing

摘要: PART ONE: DOMAIN, EVOLUTION AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES The Domain and Conceptual Foundations of Relationship Marketing - Atul Parvatiyar Jagdish N Sheth Adrian Payne UK Perspective IMP H[accent]akan H[accent]akansson Ivan Snehota Asset Liability Business Relationships Christian Gronroos Nordic School Evolution TWO: CONCEPTUAL THEORETICAL FOUNDATIONS MARKETING Services Leonard L Berry Growing Interest, Emerging Perspectives in Consumer Markets Antecedents Consequences Distribution Channels Barton A Weitz Sandy D Jap An Integrated Model Buyer-Seller David T Wilson Strategic Alliances P Rajan Vardarajan Margaret H Cunningham Synthesis Towards a Theory Alliance Formation THREE: PARTNERING FOR Mass C B Bhattacharya Ruth Bolton Membership Customers Thomas W Gruen Affinity Partnering Vanitha Swaminathan Srinivas K Reddy Conceptualization Issues Key Account Management Joseph Cannon Narakesari Narayandas Horizontal for Cravens Karen S Supplier John Mentzer FOUR: ENABLERS Strategy Robert M Morgan within the Organization Organizing Ian Gordon Information Technology Rajendra Sisodia Wolfe Its Role Building, Maintaining Enhancing Customer Profitability Kaj Storbacka Analysis Design FIVE: TEACHING RESEARCH IMPLICATIONS Developing Curriculum to Enhance Teaching Paradigm Shift or Shaft?