Summary
Contents
Subject index
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 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.
Relationship Marketing and Key Account Management
Relationship Marketing and Key Account Management
Recent trends toward relationship marketing practices have been most pronounced in the business-to-business marketing arena. Over the past decade and a half, more than ever before, sellers have found that they have to reexamine their approaches to managing their largest and most important customers (Cohen, 1996). ...
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