1st Edition
Relationship Marketing in the Digital Age
264 Pages
by
Routledge
264 Pages
by
Routledge
264 Pages
by
Routledge
Also available as eBook on:
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... Read more
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
Biography
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.
