Relationship marketing builds and maintains long-term relationships
with customers through value creation and delivery. This book
examines the key principles of relationship marketing and online
relationship marketing. It looks at three main areas of
relationship marketing as understanding relationship marketing and
the continuum, the drivers and scope of relationship marketing, and
how organisations should restructure for successful relationship
marketing in the digital context. The book also addresses the
opportunities and challenges associated with the implementation of
relationship marketing in various types of organisation and
suggests different effective relationship-building strategies and
techniques for successful customer relationship management.
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