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. Editors Jagdish N Sheth and Atul Parvatiyar have assembled an authoritative 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.

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General Information  
Author(s)Jagdish N Sheth and Atul Parvatiyar
PublisherSAGE Publications India Pvt Ltd
Publish YearFebruary 2002