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Relationship Marketing - Abstract


Robert W. Palmatier (, University of Washington
Joshua T. Beck (, University of Washington


In this chapter, the authors investigate the role of relationship marketing in business markets. Relationship marketing is first defined, followed by an overview of its evolution and growing importance in the field. The authors provide a comprehensive review of past empirical findings across three stages: relationship enhancing programs and investments, measures of relationship strength, and relational outcomes. In addition, moderating factors are indentified which serve as program and relationship amplifiers by increasing the effectiveness of relationship marketing. The authors go on to provide an integrated theoretical framework of relationship marketing and directions for future research.

  1. Introduction
    1. Definition
    2. Evolution and Domain
    3. Importance of Relationship Marketing
  2. Perspectives in Relationship Marketing
    1. Program Development & Investment
      1. Program Amplifiers
    2. Relational Mediators
      1. Relationship Amplifiers
      2. Financial Benefits
  3. Integrated Theoretical Framework of Relationship Marketing
  4. Future Research Directions

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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