Consumer interaction and engagement are vital components to help
marketers maintain a lasting relationship with their customers. By
developing positive relationships with consumers, businesses can
better maintain their customers' loyalty. Diverse Methods in
Customer Relationship Marketing and Management is a critical
scholarly resource that examines how marketing has shifted to a
relationship-oriented model. Due to this, there is an increased
need for customer relationship marketing and management to emerge
as an invaluable approach to strengthening companies and the
customer experience. Featuring coverage on a wide range of topics
such as relational marketing technology acceptance model, and
consumer buying behavior, this book is a vital resource for
marketing professionals, managers, retailers, advertising
executives, academicians, and researchers seeking current research
on the challenges and opportunities in customer relationship
marketing and management.
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