… track invites conceptual and empirical papers which aim to contribute to the general understanding of building, developing, maintaining, and enhancing successful exchanges using any applicable methodology. If your work relates to topics such as customer acquisition, retention, relationship expansion, customer lifetime value, customer experience and engagement, and similar topics, this is the right track for your work.

There is no particular marketing journal associated with the content of this track; all general-purpose journals could be interested in publishing research on relationship marketing.

Chairs

Manfred Krafft, WWU Münster

Javier Sese, Universidad Zaragoza