1. Introduction to the special issue

   • David W. Cravens

   Special Issue On Relationship Marketing Pages: 235 - 235

2. Relationship marketing of services—growing interest, emerging perspectives

   • Leonard L. Berry

   Special Issue On Relationship Marketing Pages: 236 - 245

3. Building service relationships: It’s all about promises

   • Mary Jo Bitner

   Special Issue On Relationship Marketing Pages: 246 - 251

4. Relationship marketing: The strategy continuum

   • Christian Grönroos

   Special Issue On Relationship Marketing Pages: 252 - 254

5. Relationship marketing in consumer markets: Antecedents and consequences

   • Jagdish N. Sheth
   • Atul Parvatiyar

   Special Issue On Relationship Marketing Pages: 255 - 271

6. Reflections on relationship marketing in consumer markets

   • Richard P. Bagozzi

   Special Issue On Relationship Marketing Pages: 272 - 277

7. Relationship marketing and the consumer

   • Robert A. Peterson

   Special Issue On Relationship Marketing Pages: 278 - 281

8. Strategic alliances: A synthesis of conceptual foundations

   • P. Rajan Varadarajan
   • Margaret H. Cunningham

   Special Issue On Relationship Marketing Pages: 282 - 296

9. Advantageous alliances

   • George S. Day

   Special Issue On Relationship Marketing Pages: 297 - 300

10. International alliances: Why now?

    • Johny K. Johansson

    Special Issue On Relationship Marketing Pages: 301 - 304

11. Relationship marketing and distribution channels

    • Barton A. Weitz
    • Sandy D. Jap

    Special Issue On Relationship Marketing Pages: 305 - 320

12. Exchange relationships and interfirm power in channels of distribution

    • Gary L. Frazier
    • Kersi D. Antia

    Special Issue On Relationship Marketing Pages: 321 - 326

13. Relationship marketing and distribution channels: Exploring fundamental issues

    • John R. Nevin

    Special Issue On Relationship Marketing Pages: 327 - 334

14. An integrated model of buyer-seller relationships

    • David T. Wilson

    Special Issue On Relationship Marketing Pages: 335 - 345

15. Relationships in business markets: Exchange episodes, value creation, and their empirical assessment

    • James C. Anderson

    Special Issue On Relationship Marketing Pages: 346 - 350

16. Cross-functional working relationships in marketing

    • Michael D. Hutt

    Special Issue On Relationship Marketing Pages: 351 - 357

17. Cumulative bibliography

    Special Issue On Relationship Marketing Pages: 358 - 376