000			01697nam a22002177a 4500
999			_c4232 _d4232
005			20221214170824.0
008			221214b ||||| |||| 00| 0 eng d
020			_a9780367786922
082			_a658.812 _bPAL
100			_aPalmatier, Robert W. _918
245			_aRelationship marketing in the digital age
260			_bRoutledge _aNew York _c2021
300			_axx, 244 p.
365			_aGBP _b39.99
520			_aBook Description 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.
650			_aMarketing--Technological innovations _91633
650			_aRelationship marketing _9997
650			_aCustomer relations _9639
700			_aSteinhoff, Lena _910845
942			_2ddc _cBK