Handbook on Research in Relationship Marketing by Robert M. Morgan (English) Har

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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.

FORMATHardcover LANGUAGEEnglish CONDITIONBrand New Publisher Description

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

Author Biography

Edited by Robert M. Morgan, University of Alabama, Janet Turner Parish, Texas A&M University and George Deitz, University of Memphis, US

Table of Contents

Contents:1. The Future Evolution of Relationship MarketingJagdish N. Sheth2. Relationship Marketing: Berry's Insights from the Past and for the FutureJanet Turner Parish, Sandi Lampo and Kristin Landua3. Relationship Benefits Research: A SynthesisDwayne D. Gremler and Kevin P. Gwinner4. Advances in Customer Value ManagementPeter C. Verhoef and Katherine N. Lemon5. Relationship Marketing Tools: Understanding the Value of Loyalty ProgramsRussell Lacey6. Service Failure and Recovery: Implications for Relationship MarketingBetsy Bugg Holloway and Sijun Wang7. From Theory to Bedside and Back: Relationship Marketing and Medical CareMichael J. Howley, Jr.8. Self-Service Technologies: Building Relationships with Indian ConsumersRajan Saxena, Mona Sinha and Hufrish Majra9. Taxonomy of Hotel Loyalty Program Members: Examining Differences in Service Quality PerceptionsGeorge Deitz and John D. Hansen10. NASCAR: Driving Relationship Equity Through the Sponsorship Supply ChainSusan Cadwallader, Tom Boyd and Aaron Thomas11. Aligning Service-Dominant Logic and the Relationship Marketing View of the CustomerThomas W. Gruen12. Gratitude in Relationship MarketingRandle D. Raggio, Anna Green Walz, Mousumi Bose and Judith Anne Garretson Folse13. Anti-Relationship Marketing: Understanding Relationship-Destroying BehaviorsStephen A. Samaha and Robert W. Palmatier14. From Relationship Marketing to Many-to-Many MarketingEvert GummessonIndex

Details ISBN1848443684 Publisher Edward Elgar Publishing Ltd ISBN-10 1848443684 ISBN-13 9781848443686 Year 2015 Media Book Publication Date 2015-01-30 Pages 352 Language English Format Hardcover Imprint Edward Elgar Publishing Ltd Place of Publication Cheltenham Country of Publication United Kingdom AU Release Date 2015-01-30 NZ Release Date 2015-01-30 UK Release Date 2015-01-30 Author George Deitz Series Research Handbooks in Business and Management series Edited by George Deitz DEWEY 658.8 Audience Professional & Vocational We've got this

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