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.
Publisher: Taylor & Francis Ltd
Number of pages: 244
Weight: 45 g
Dimensions: 229 x 152 mm
"This book should be on the reading list of any researcher, marketer, or student interested in understanding and developing online relationship strategies. It is a step beyond the typical book in that it based on relational psychology and is well grounded in academic research." -Scott Weaven,Professor, Department Head Griffith University, Australia
"The authors, leading researchers in this domain, provide a well researched and very practical book that investigates the psychological underpinnings of relationship marketing, as well as identifying relationship building and maintenance strategies for both offline and online contexts." - Mark Houston, Professor, Eunice and James L. West Chair in Marketing, Texas Christian University
"Relationship Marketing in the Digital Age" is THE up-to-date reference for understanding how relationship marketing works and why it creates value for customers and firms. Clear, concise, and to the point - a must read for marketing students, scholars, and practitioners." -Andreas Eggert, Professor of Marketing, University of Paderborn, Germany
"This is, without question, the most important research-based book on the topic of online relationship marketing. It's presented in a way that makes rigorous research easily digestible and practical and, as such, is a must-read for managers, academics, and students alike."- Mike Brady, The Bob Sasser Professor and Chair, Florida State University
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