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Handbook of Relationship Marketing [Hardcover]

by Atul Parvatiyar, Jagdish N Sheth
4.0 out of 5 stars  See all reviews (1 customer review)

List Price: $175.00
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Book Description

December 22, 1999 0761918108 978-0761918103 1
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.

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Editorial Reviews

Review

"This is a 'must-read' book for professors who wish to start or continue serious academic work in this emerging field of relationship marketing as well as for practitioners who increasingly need to focus on establishing a relationship with each of their customers." 

(Lluis G. Renart)

About the Author

Dr. Atul Parvatiyar is the President & CEO of Institute for Customer Relationship Management (ICRM) as well as the Robinson Research Fellow and Managing Director of the Center for Business and Industrial Marketing at the J. Mack Robinson college of Business, Georgia State University in Atlanta, USA. Atul is a well-known thought leader in Customer Relationship Management and global marketing strategies. His expertise area include global customer management, corporate transformation, and strategic marketing processes.

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. Earlier, he has worked at the University of Southern California, the University of Illinois, Columbia University and Massachusetts Institute of Technology. He is well-known for his scholarly contributions in the study of consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis.

Professor Sheth has worked for numerous industries and companies in the US, Europe and Asia, both as an Advisor and as a Seminar Leader. In 2004, he was awarded both the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award, the two highest awards given by the American Marketing Association. Among the other awards that he has received are the Outstanding Marketing Educator award (1989) by the Academy of Marketing Science, the Outstanding Educator Award (1991, 1999) by the Sales and Marketing Executives International (SMEI), the P. D. Converse Award (1992) by the American Marketing Association, and the RHR International Award (2006) for Outstanding Consultant by the American Psychological Association (APA) Division 13 (Consulting Psychology). In 2007, he was conferred an Honorary Doctorate by Thiel College in Pennsylvania, USA. A prolific author, in 2000, Professor Sheth, along with Andrew Sobel, published Clients for Life, a bestseller. His book, The Rule of Three (2002), co-authored with Rajendra S. Sisodia, altered the current notions on competition in business. His book Firms of Endearment was selected as one of the top ten business books on Leadership in 2007.



Product Details

  • Hardcover: 680 pages
  • Publisher: SAGE Publications, Inc; 1 edition (December 22, 1999)
  • Language: English
  • ISBN-10: 0761918108
  • ISBN-13: 978-0761918103
  • Product Dimensions: 9.4 x 6.3 x 2 inches
  • Shipping Weight: 2.8 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #1,978,472 in Books (See Top 100 in Books)

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8 of 9 people found the following review helpful
4.0 out of 5 stars Handbook of Relationship Marketing May 10, 2000
Format:Hardcover
This book attempts to pull together the latest thinking on relationship marketing from America, the UK and Europe. It is a very good reference book for someone carrying out academic study in the field. It is biased towards business to business and services and admits that relationship marketing is not as well documented in the area of mass market products.
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