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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?

Executive Summary Relationship marketing and customer relationship management have taken a central position in marketing strategy in the past two decades.

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