Relationship Marketing in the Digital Age (Paperback)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Studies in Marketing
Release date:	March 2021
First published:	2019
Authors:	Lena Steinhoff • Robert Palmatier
Dimensions:	229 x 152mm (L x W)
Format:	Paperback
Pages:	244
ISBN-13:	978-0-367-78692-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Promotions
LSN:	0-367-78692-3
Barcode:	9780367786922

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