Handbook on Research in Relationship Marketing


Handbook on Research in Relationship Marketing

9781848443686 Edward Elgar Publishing
Edited by Robert M. Morgan, University of Alabama, Janet Turner Parish, Texas A&M University and George Deitz, University of Memphis, US
Publication Date: March 2015 ISBN: 978 1 84844 368 6 Extent: 352 pp
The Handbook on Research in Relationship Marketing includes contributions from relationship marketing experts in business-to-business, business-to-consumer, global services, technology and a variety of other contexts of practice. Academics, students, and marketing professionals will all benefit from the insights provided. The Handbook begins with reviews of the developments in relationship marketing over the last two decades by noted relationship marketing scholars including Jagdish Sheth, Atul Parvatiyar, Evert Gummesson and Robert Morgan. It continues with detailed discussions of special topics that will be valuable to anyone interested in relationship marketing.

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Successful exchange relationships between organizations and their various partners in those exchanges – suppliers, customers, employees, or a wide variety of other types of exchange partners – have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary. This Handbook highlights relationship marketing as an area of growing interest and ongoing development within marketing, providing key insights that illustrate its important role in guiding customer-directed business strategies.

Relationship marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiring new customers and marketing costs go down. Handbook on Research in Relationship Marketing brings together contributions from some of the leading figures in the field to analyze the role of marketing with suppliers and customers, as well as internal and lateral partners.

The Handbook will appeal to scholars and students of marketing and business. It will also be a useful resource for practitioners looking to exploit relationship marketing for better customer retention.
Contributors: M. Bose, T. Boyd, S. Cadwallader, G. Deitz, J.A. Garretson Folse, D.D. Gremler, T.W. Gruen, E. Gummesson, K.P. Gwinner, J.D. Hansen, B.B. Holloway, M.J. Howley Jr., R. Lacey, S. Lampo, K. Landua, K.N. Lemon, H. Majra, R.W. Palmatier, J.T. Parish, R.D. Raggio, S.A. Samaha, R. Saxena, J.N. Sheth, M. Sinha, A. Thomas, P.C. Verhoef, A.G. Walz, S. Wang

1. The Future Evolution of Relationship Marketing
Jagdish N. Sheth

2. Relationship Marketing: Berry’s Insights from the Past and for the Future
Janet Turner Parish, Sandi Lampo and Kristin Landua

3. Relationship Benefits Research: A Synthesis
Dwayne D. Gremler and Kevin P. Gwinner

4. Advances in Customer Value Management
Peter C. Verhoef and Katherine N. Lemon

5. Relationship Marketing Tools: Understanding the Value of Loyalty Programs
Russell Lacey

6. Service Failure and Recovery: Implications for Relationship Marketing
Betsy Bugg Holloway and Sijun Wang

7. From Theory to Bedside and Back: Relationship Marketing and Medical Care
Michael J. Howley, Jr.

8. Self-Service Technologies: Building Relationships with Indian Consumers
Rajan Saxena, Mona Sinha and Hufrish Majra

9. Taxonomy of Hotel Loyalty Program Members: Examining Differences in Service Quality Perceptions
George Deitz and John D. Hansen

10. NASCAR: Driving Relationship Equity Through the Sponsorship Supply Chain
Susan Cadwallader, Tom Boyd and Aaron Thomas

11. Aligning Service-Dominant Logic and the Relationship Marketing View of the Customer
Thomas W. Gruen

12. Gratitude in Relationship Marketing
Randle D. Raggio, Anna Green Walz, Mousumi Bose and Judith Anne Garretson Folse

13. Anti-Relationship Marketing: Understanding Relationship-Destroying Behaviors
Stephen A. Samaha and Robert W. Palmatier

14. From Relationship Marketing to Many-to-Many Marketing
Evert Gummesson


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