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

Hunt/Mello/Deitz Marketing emphasizes the universal importance of marketing, in business, but also in the lives of students, despite their major! The product, the 1st new Principles of Marketing product to be introduced in the past 10 years, was designed with an emphasis on student engagement and relevance, a focus embodied in these four key benefits: * A career focus, to help students understand how marketing will support whatever career path they choose and how to develop their own personal brand. Features like Career Tips, Executive Perspectives and Today's Professional Interviews make marketing relevant and engaging for the student and can found in every chapter. * Integration of key topics that are part of the daily fabric of marketing- globalization, social media, ethics, and marketing analytics. These are covered THROUGHOUT the product and not in a single chapter. * Seamlessly integrated results-driven technology. Shane Hunt personalized the writes all of the Connect application exercises and teaches using Connect every year! The narrative and Connect content were developed side-by-side, allowing for seamless integration and continuity of coverage. * The right content for a semester-long course. Chapters are direct, concise, and approachable in length and written in an upbeat tone. In this newest edition, we have moved Personal Selling and Branding to earlier in the narrative.

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

Sales is at the heart of modern business. Understanding and using aspects of sales in order to improve for-profit businesses, not-for-profit organizations, and students' career prospects is a critical and relevant to all students, regardless of their major. Career success for students will be determined in part by how well they tell their personal narrative and sell themselves to employers, investors, or graduate schools. Introducing Hunt/Deitz/Hansen: Professional Selling 1e , developed for today's instructors to inspire and motivate tomorrow's leaders, because everyone is a salesperson. Three goals of this product are to: * Provide up-to-date professional selling content that is high quality, socially responsible and right-sized for various course lengths and modalities settings * Engage students with a highly readable narrative infused with modern and relevant examples * Integrate cutting-edge digital resources to enhance teaching and learning