More Details about Handbook of Relationship Marketing

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


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.