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Transforming Relationship Marketing on Hardback
Transforming Relationship Marketing on Hardback
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Transforming Relationship Marketing

Strategies and Business Models in the Digital Age
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Description

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. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing, and how organisations should restructure for successful relationship marketing in the digital context. The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.

Author Biography:

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.
Release date Australia
October 30th, 2020
Audience
  • Tertiary Education (US: College)
Contributors
  • Edited by Park Thaichon
  • Edited by Vanessa Ratten
Illustrations
24 Tables, black and white; 12 Line drawings, black and white; 12 Illustrations, black and white
Pages
162
ISBN-13
9780367548179
Product ID
33476949

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