RELATIONSHIP MARKETING
... invites conceptual and empirical papers which aim to contribute to the general understanding of
building, developing, maintaining, and enhancing successful relational exchanges using any
applicable methodology. If your work relates to topics such as customer acquisition, retention,
relationship expansion, customer lifetime value, customer 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 (University of Munster) and Javier Sese (University of Zaragoza)