Relationship marketing in the digital age /
Palmatier, Robert W.,
Relationship marketing in the digital age / Robert W. Palmatier and Lena Steinhoff. - 1 online resource. - Routledge studies in marketing .
Introductory chapter -- Relationship marketing and the digital age -- Understanding relationship marketing -- Relationship marketing theory -- Relationship marketing framework -- Applying relationship marketing -- Relationship marketing dynamics -- Relationship marketing strategies -- Relationship marketing targeting -- Research and managerial guidelines for relationship marketing in the digital age -- References -- Glossary -- Index.
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world--including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age--strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer-seller relationships.
9781315143583 1315143585 9781351388238 1351388231 9781351388245 135138824X 9781351388221 1351388223
10.4324/9781315143583 doi
Relationship marketing.
Marketing--Technological innovations.
Customer relations.
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
BUSINESS & ECONOMICS / Marketing / Research
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Consumer Behavior
HF5415.55 / .P356 2019eb
658.8/12
Relationship marketing in the digital age / Robert W. Palmatier and Lena Steinhoff. - 1 online resource. - Routledge studies in marketing .
Introductory chapter -- Relationship marketing and the digital age -- Understanding relationship marketing -- Relationship marketing theory -- Relationship marketing framework -- Applying relationship marketing -- Relationship marketing dynamics -- Relationship marketing strategies -- Relationship marketing targeting -- Research and managerial guidelines for relationship marketing in the digital age -- References -- Glossary -- Index.
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world--including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age--strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer-seller relationships.
9781315143583 1315143585 9781351388238 1351388231 9781351388245 135138824X 9781351388221 1351388223
10.4324/9781315143583 doi
Relationship marketing.
Marketing--Technological innovations.
Customer relations.
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
BUSINESS & ECONOMICS / Marketing / Research
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Consumer Behavior
HF5415.55 / .P356 2019eb
658.8/12