Contents -- Abstracts & keywords -- Guest editorial Pathways less traveled to value creation: interaction, dialogue and knowledge generation -- The relationship marketing process: communication, interaction, dialogue, value -- Dialogue and its role in the development of relationship specific knowledge -- Competitive advantage, knowledge and relationship marketing: where, what and how? -- Return on relationships (ROR): the value of relationship marketing and CRM in business-to-business contexts -- Future directions in marketing knowledge: a panoramic perspective from Hollywood -- Executive summary and implications for managers and executives -- About the authors.