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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.
Sommario
Introductory Chapter; 1: Relationship Marketing and the Digital Age; Part I: Understanding Relationship Marketing; 2: Relationship Marketing Theory; 3: Relationship Marketing Framework; Part II: Applying Relationship Marketing; 4: Relationship Marketing Dynamics; 5: Relationship Marketing Strategies; 6: Relationship Marketing Targeting; Concluding Chapter; 7: Research and Managerial Guidelines for Relationship Marketing in the Digital Age
Info autore
Robert W. Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington. He founded and serves as the global research director of the Sales & Marketing Strategy Institute, a global organization focused on linking business and academics for knowledge.
Lena Steinhoff is Assistant Professor of Service Management at the Institute for Marketing and Service Research at the University of Rostock in Germany. She is also an affiliated faculty of the Center for Sales and Marketing Strategy at the Foster School of Business at the University of Washington.
Riassunto
this book provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In three sections, readers learn how to engineer effective customer–company relationships.
