Handbook of Relationship Marketing - Sheth, Jagdish N. / Parvatiyar, Atul
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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. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach…mehr

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Produktbeschreibung
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. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global 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.
Autorenporträt
Atul Parvatiyar, PhD, is Professor of Marketing Practice and Director of the Center for Sales & Customer Relationship Excellence at Rawls College of Business, Texas Tech University. Previously, he taught at the Goizueta Business School of Emory University (1991-2001), where he won the MBA Teaching Award. He obtained his PhD in International Marketing from Banaras Hindu University in India and has taught at several institutions in the US, Europe and Asia. He was Robinson Research Fellow and Managing Director of the Center for Business and Industrial Marketing (CBIM) at J. Mack Robinson College of Business, Georgia State University (2001-2004); and taught Digital Marketing at Kenan-Flagler Business School, University of North Carolina at Chapel Hill (2017-2018). Atul has published several books and articles with the legendary Professor Jagdish Sheth, including the Handbook of Relationship Marketing (SAGE, 1999) and Customer Relationship Management: Emerging Concepts, Tools and Applications (2001). Based on extensive industry research, he co-authored the books Best Practices in PostAudit Recovery: An Examination of Post-Audit Practices in the Retail Industry (2005) and Outsourcing Is In!-How CPG Companies Enhance Performance, Reduce Cost and Increase ROI through Outsourcing Sales and Marketing (2008). He was co-editor of Research in Marketing (with Jagdish Sheth) and served on editorial boards of several academic journals. Dr Parvatiyar is also the Founder of Institute for Customer Relationship Management (iCRM) and has extensive consulting experience for leading global companies across various industries in North America, Europe and Asia. His areas of expertise include global customer management, CRM, loyalty programs, digital marketing and sustainability strategies.