Transforming Relationship Marketing (eBook, PDF)

Strategies and Business Models in the Digital Age
Redaktion: Thaichon, Park; Ratten, Vanessa

• Format: PDF

Produktbeschreibung

Relationship marketing builds and maintains long term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 174
• Erscheinungstermin: 29. Oktober 2020
• Englisch
• ISBN-13: 9781000205497
• Artikelnr.: 60094302

Autorenporträt

Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the Program Director of the Master of Marketing at Griffith University, Australia. Park's main research interests include relationship marketing, big data, privacy, dark marketing and consumer behaviour. Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School. Vanessa's main research interests are technology innovation, sport entrepreneurship and digital innovation.

Inhaltsangabe

1.Online Retailing and Relationship Marketing: Evolution and Theoretical
insights into online retailing and relationship marketing 2. Risks and
Barriers towards Organ Donation: Strategies to move forward from
Relationship Marketing Perspectives 3. Multi-generation Sponsorship.
Awareness, Attitudes and Purchase Intentions in successive generations 4.
Digital Banking and Customer Satisfaction: The Nigerian Perspective 5. The
Role of Religiosity in Collaborative Consumption Behavior 6. Customer
perceptions in Possession-Processing Services: Factors and indicators of
behavioral loyalty 7. Athlete entrepreneurs: Relationship marketing through
collaborative ideation 8. Relationship Marketing through Error Management
and Organizational Performance: Does it matter? 9. Relationship marketing
in the digital age 10. Online Retailing and Relationship Marketing: The
Current Landscape and Future Developments Index