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Relationship MarketingROBERT W. PALMATIERMARKETING SCIENCE INSTITUTEC ambridge, MassachusettsContentsForeword AcknowledgmentsExecutive SummaryIntroductionA Theoretical Perspective of RelationshipMarketing 1 What Is Relationship Marketing?DefinitionOverlap with Other Marketing DomainsHistorical Perspective2 How Does Relationship Marketing Work?Evolution of Relationship Marketing TheoryInterfirm Relationship Marketing TheoryInterpersonal Relationship Marketing TheoryMultilevel Relationships3 How Do Relationships Change over Time?Relationship Lifecycle StagesDynamic View of RelationshipsAn Applied Perspective of RelationshipMarketing 4 Understanding Relationship Marketing s Financial impact Linking Relationship Marketing to Financial OutcomesMeasuring Relationships and Financial ImpactCopyright 2008 Robert W.
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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