Description

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.

More Details about Handbook of Relationship Marketing

General Information  
Author(s)Jagdish N Sheth and Atul Parvatiyar
PublisherSAGE Publications India Pvt Ltd
ISBN9788178291048
Pages670
BindingPaperback
LanguageEnglish
Publish YearFebruary 2002