Firms invest heavily in different types of business-to-business relationship marketing activities in the belief that such programs bolster their bottom line. In this study, we develop and test a conceptual model that links customer-specific relationship marketing investments to short-term,...

Contents: 1. Introduction to the Handbook on Customer Centricity -- Robert w. Palmatier, Christine Moorman, and Ju-Yeon Lee -- Part I: Organizational design perspectives on customer centricity -- 2. Customer centricity: A multi-year journey / Ajay K. Kohli, Bernie J. Jaworski, and Nabil Shabshab...