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Relationship marketing in the digita...

Palmatier, Robert W.

Relationship marketing in the digital age

Record Type:	Electronic resources : Monograph/item
Title/Author:	Relationship marketing in the digital ageRobert W. Palmatier and Lena Steinhoff.
Author:	Palmatier, Robert W.
other author:	Steinhoff, Lena.
Published:	New York :Routledge,2019.
Description:	1 online resource (xx, 244 p.)
Subject:	Relationship marketing.
Online resource:	https://www.taylorfrancis.com/books/9781315143583
ISBN:	9781315143583 (ebk.)

Relationship marketing in the digital age
Palmatier, Robert W.

Relationship marketing in the digital age[electronic resource] /Robert W. Palmatier and Lena Steinhoff. - New York :Routledge,2019. - 1 online resource (xx, 244 p.) - Routledge studies in marketing.

Includes bibliographical references and index.

Introductory chapter -- Relationship marketing and the digital age -- Understanding relationship marketing -- Relationship marketing theory -- Relationship marketing framework -- Applying relationship marketing -- Relationship marketing dynamics -- Relationship marketing strategies -- Relationship marketing targeting -- Research and managerial guidelines for relationship marketing in the digital age -- References -- Glossary -- Index.

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.

ISBN: 9781315143583 (ebk.)Subjects--Topical Terms:

187343
Relationship marketing.

LC Class. No.: HF5415.55 / .P356 2019

Dewey Class. No.: 658.8/12

Relationship marketing in the digital age
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245 1 0 $a Relationship marketing in the digital age $h [electronic resource] / $c Robert W. Palmatier and Lena Steinhoff.
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300 $a 1 online resource (xx, 244 p.)
490 1 $a Routledge studies in marketing
504 $a Includes bibliographical references and index.
505 0 $a Introductory chapter -- Relationship marketing and the digital age -- Understanding relationship marketing -- Relationship marketing theory -- Relationship marketing framework -- Applying relationship marketing -- Relationship marketing dynamics -- Relationship marketing strategies -- Relationship marketing targeting -- Research and managerial guidelines for relationship marketing in the digital age -- References -- Glossary -- Index.
520 $a 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.
650 0 $a Relationship marketing. $3 187343
650 0 $a Marketing $x Technological innovations. $3 246425
650 0 $a Customer relations. $3 202164
700 1 $a Steinhoff, Lena. $3 900563
856 4 0 $u https://www.taylorfrancis.com/books/9781315143583