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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