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. Editors Jagdish N Sheth and Atul Parvatiyar have assembled an authoritative 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.

• Publisher: Sage Publications
• Publisher Imprint: Sage South Asia
• Publication Date: May 6, 2024
• Pages: 670
• ISBN13: 9788178291048
• Item Weight: 730 grams
• Original Price: 1595.0 INR
• Edition: South Asia Edition
• Binding: Paperback