Relationship Marketing in the Digital Age

ISBN-13: 9780367786922 / Angielski / Miękka / 2021 / 244 str.

Robert Palmatier; Lena Steinhoff

Opis

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.

Spis treści

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

O autorze

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.