As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the `core'

Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With t

An integrated approach to investigate, create, and propose a model for the value creation of cultural products is essential in maintaining its connection with e

Consumer needs and demands are constantly changing. Because of this, marketing science and finance have their own concepts and theoretical backgrounds for evalu

The Handbook on Research in Relationship Marketing includes contributions from relationship marketing experts in business-to-business, business-to-consumer, glo