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.
The IMP Perspective: Assets and Liabilities of Business Relationships
The IMP Perspective: Assets and Liabilities of Business Relationships
A keynote speaker addressing some 200 participants from more than 15 countries at the 12th annual conference of the Industrial Marketing and Purchasing (IMP) Group at the University of Karlsruhe in ...
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