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. The Handbook on 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
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