Atul Parvatiyar, PhD, is Professor of Marketing Practice and Director of the Center for Sales & Customer Relationship Excellence at Rawls College of Business, Texas Tech University. Previously, he taught at the Goizueta Business School of Emory University (1991-2001), where he won the MBA Teaching Award. He obtained his PhD in International Marketing from Banaras Hindu University in India and has taught at several institutions in the US, Europe and Asia. He was Robinson Research Fellow and Managing Director of the Center for Business and Industrial Marketing (CBIM) at J. Mack Robinson College of Business, Georgia State University (2001-2004); and taught Digital Marketing at Kenan-Flagler Business School, University of North Carolina at Chapel Hill (2017-2018).

Atul has published several books and articles with the legendary Professor Jagdish Sheth, including the Handbook of Relationship Marketing (SAGE, 1999) and Customer Relationship Management: Emerging Concepts, Tools and Applications (2001). Based on extensive industry research, he co-authored the books Best Practices in PostAudit Recovery: An Examination of Post-Audit Practices in the Retail Industry (2005) and Outsourcing Is In!-How CPG Companies Enhance Performance, Reduce Cost and Increase ROI through Outsourcing Sales and Marketing (2008). He was co-editor of Research in Marketing (with Jagdish Sheth) and served on editorial boards of several academic journals.

Dr Parvatiyar is also the Founder of Institute for Customer Relationship Management (iCRM) and has extensive consulting experience for leading global companies across various industries in North America, Europe and Asia. His areas of expertise include global customer management, CRM, loyalty programs, digital marketing and sustainability strategies.

PART ONE: DOMAIN, EVOLUTION AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES
The Domain and Conceptual Foundations of Relationship Marketing - Atul Parvatiyar and Jagdish N Sheth
Relationship Marketing - Adrian Payne
The UK Perspective
The IMP Perspective - H[accent]akan H[accent]akansson and Ivan Snehota
Asset and Liability of Business Relationships
Relationship Marketing - Christian Grönroos
The Nordic School Perspective
The Evolution of Relationship Marketing - Jagdish N Sheth and Atul Parvatiyar
PART TWO: CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING
Relationship Marketing of Services - Leonard L Berry
Growing Interest, Emerging Perspectives
Relationship Marketing in Consumer Markets - Jagdish N Sheth and Atul Parvatiyar
Antecedents and Consequences
Relationship Marketing and Distribution Channels - Barton A Weitz and Sandy D Jap
An Integrated Model of Buyer-Seller Relationships - David T Wilson
Strategic Alliances - P Rajan Vardarajan and Margaret H Cunningham
A Synthesis of Conceptual Foundations
Towards a Theory of Business Alliance Formation - Jagdish N Sheth and Atul Parvatiyar
PART THREE: PARTNERING FOR RELATIONSHIP MARKETING
Relationship Marketing in Mass Markets - C B Bhattacharya and Ruth N Bolton
Membership Customers and Relationship Marketing - Thomas W Gruen
Affinity Partnering - Vanitha Swaminathan and Srinivas K Reddy
Conceptualization and Issues
Relationship Marketing and Key Account Management - Joseph P Cannon and Narakesari Narayandas
Horizontal Alliances for Relationship Marketing - David W Cravens and Karen S Cravens
Supplier Partnering - John T Mentzer
PART FOUR: ENABLERS OF RELATIONSHIP MARKETING
Relationship Marketing and Marketing Strategy - Robert M Morgan
The Evolution of Relationship Marketing Strategy within the Organization
Organizing for Relationship Marketing - Ian Gordon
Information Technology - Rajendra S Sisodia and David B Wolfe
Its Role in Building, Maintaining and Enhancing Relationships
Customer Profitability - Kaj Storbacka
Analysis and Design Issues
PART FIVE: TEACHING AND RESEARCH IMPLICATIONS OF RELATIONSHIP MARKETING
Developing a Curriculum to Enhance Teaching of Relationship Marketing - Joseph P Cannon and Jagdish N Sheth
Relationship Marketing - Jagdish N Sheth
Paradigm Shift or Shaft?