Relationship Marketing in the Digital Age

Business & Finance, Marketing & Sales, Research, Consumer Behaviour
Cover of the book Relationship Marketing in the Digital Age by Robert W. Palmatier, Lena Steinhoff, Taylor and Francis
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Author: Robert W. Palmatier, Lena Steinhoff ISBN: 9781351388238
Publisher: Taylor and Francis Publication: January 15, 2019
Imprint: Routledge Language: English
Author: Robert W. Palmatier, Lena Steinhoff
ISBN: 9781351388238
Publisher: Taylor and Francis
Publication: January 15, 2019
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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