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Relationship MarketingROBERT W. PALMATIERMARKETING SCIENCE INSTITUTECambridge, MassachusettsContentsForeword AcknowledgmentsExecutive SummaryIntroductionA Theoretical Perspective of RelationshipMarketing 1What Is Relationship Marketing?DefinitionOverlap with Other Marketing DomainsHistorical Perspective2How Does Relationship Marketing Work?Evolution of Relationship Marketing TheoryInterfirm Relationship Marketing TheoryInterpersonal Relationship Marketing TheoryMultilevel Relationships3How Do Relationships Change over Time?Relationship Lifecycle StagesDynamic View of RelationshipsAn Applied Perspective of RelationshipMarketing 4Understanding Relationship Marketing s Financial Impact Linking Relationship Marketing to Financial OutcomesMeasuring Relationships and Financial ImpactCopyright 2008 Robert W. PalmatierPublished by Marketing Science Institute, 1000 Massachusetts Ave.,Cambridge, MA 02138Printed in the United States of AmericaISBN 0-9657114-9-8All rights reserved.
Introduction The importance of relationships in business exchanges can be traced to Homeric Greece, while the critical impact of idiosyncratic, interpersonal rela-
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