Name: Relationship Marketing in the Digital age (Routledge Studies in Marketing) (en Inglés)
Price: 171400.00 CLP
Availability: InStock
Author: Robert W. Palmatier; Lena Steinhoff
ISBN: 9781138310025

portada Relationship Marketing in the Digital age (Routledge Studies in Marketing) (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Robert W. Palmatier; Lena Steinhoff

Año

2019

Idioma

Inglés

N° páginas

264

Encuadernación

Tapa Dura

ISBN13

9781138310025

N° edición

Categorías

Economía conductista

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

Robert W. Palmatier; Lena Steinhoff (Autor) · Routledge · Tapa Dura

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Reseña del libro "Relationship Marketing in the Digital age (Routledge Studies in Marketing) (en Inglés)"

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.