Handbook of Relationship Marketing

The Domain and Conceptual Foundations of Relationship Marketing

Relationship Marketing

The IMP Perspective

Relationship Marketing

The Evolution of Relationship Marketing

PART TWO: CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING

Relationship Marketing of Services

Relationship Marketing in Consumer Markets

Relationship Marketing and Distribution Channels

An Integrated Model of Buyer-Seller Relationships

Strategic Alliances

Towards a Theory of Business Alliance Formation

PART THREE: PARTNERING FOR RELATIONSHIP MARKETING

Relationship Marketing in Mass Markets

Membership Customers and Relationship Marketing

Affinity Partnering

Relationship Marketing and Key Account Management

Horizontal Alliances for Relationship Marketing

Supplier Partnering

PART FOUR: ENABLERS OF RELATIONSHIP MARKETING

Relationship Marketing and Marketing Strategy

Organizing for Relationship Marketing

Information Technology

Customer Profitability

PART FIVE: TEACHING AND RESEARCH IMPLICATIONS OF RELATIONSHIP MARKETING

Developing a Curriculum to Enhance Teaching of Relationship Marketing