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portada Relationship Marketing in the Digital age (Routledge Studies in Marketing)
Type
Physical Book
Publisher
Author
Year
2019
Language
English
Pages
264
Format
Hardcover
ISBN13
9781138310025
Edition No.
1
Categories

Relationship Marketing in the Digital age (Routledge Studies in Marketing)

Robert W. Palmatier; Lena Steinhoff (Author) · Routledge · Hardcover

Relationship Marketing in the Digital age (Routledge Studies in Marketing) - Robert W. Palmatier; Lena Steinhoff

New Book Imported to South Africa
Delivery: 15 Sep - 23 Sep Shipping: 4 to 5 business days.
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Synopsis "Relationship Marketing in the Digital age (Routledge Studies in Marketing) "

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.

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