One peculiarity of relationship marketing is that the pioneers drew to some extent on theory; the motivation behind relationship marketing being rooted in empirical observations and managerial problems, which highlighted the value added of relationship-based managing. The perception of these...

This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations – from businesses to government...