Relationship Marketing Re-Imagined: Marketing’s Inevitable Shift from Exchanges to Value Cocreating Relationships


Marketing is arguably amidst a paradigm shift. With the emerging value co-creation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both B2B as well as B2C markets. Marketers increasingly need to develop and maintain long-term, win-win relationships that extend beyond customers, such as those with distributors, dealers, suppliers, competitors and other external influencers.
Business executives, marketing students, and those who are interested in learning about the transformative power of relationship marketing and CRM analytics in the business enterprise would highly benefit from reading this book.

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About the Author(s)

Naresh Malhotra

Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents’ Professor Emeritus, Scheller College of Business, Georgia Institute of Technology, USA. In 2020, Dr. Malhotra is listed in the …

Can Uslay

Dr. Can Uslay is Associate Professor of Marketing at Rutgers Business School. He received his M.B.A. and Ph.D. from the Georgia Institute of Technology.

Ahmet Bayraktar

Dr. Ahmet Bayraktar is Assistant Professor of Marketing at Bozok University. He received his Ph.D. from Rutgers Business School (2013). He has taught Introduction to Marketing, Consumer Behavior, Mar…

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Pub Date

April 21, 2016





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