Robert Palmatier, Lena Steinhoff

Relationship Marketing in the Digital Age (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 264
• Erscheinungstermin: 15. Januar 2019
• Englisch
• ISBN-13: 9781351388238
• Artikelnr.: 54933617

Autorenporträt

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.

Inhaltsangabe

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