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

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

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have