... 1988;Parasuraman, Zeithaml, and Berry 1988)•Value and supply chain management (Normannand Ramirez 1993; Srivastava, Shervani, andFahey 1999)•Resource management (Constantin and Lusch1994; Day ... Consequences,” inHandbook of Relationship Marketing, Jagdish Sheth and A. Parvatiyar, eds. Thousand Oaks, CA: Sage Publications.———, Rajendra S. Sisodia, and Arun Sharma (2000), “TheAntecedents and Consequences ... that “an alternativeparadigm of marketing is needed, a paradigm that canaccount for the continuous nature of relationships amongmarketing actors.” They went as far as stating (p. 140) thatthe...