Handbook on Research in Relationship Marketing - 9781783479405

Handbook on Research in Relationship MarketingAuthor(s): Robert M. Morgan, Janet Turner Parish, George Deitz\nFormat: Paperback\nPublisher: Edward Elgar Publishing Ltd, United Kingdom\nImprint: Edward Elgar Publishing Ltd\nISBN-13: 9781783479405, 978-1783479405\nSynopsis\nSuccessful exchange relationships between organizations and their various partners in those exchanges - suppliers, customers, employees, or a wide variety of other types of exchange partners - have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary. This Handbook highlights relationship marketing as an area of growing interest and ongoing development within marketing, providing key insights that illustrate its important role in guiding customer-directed business [url] marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiringg