Relationship Marketing in the Digital Age

Name: Relationship Marketing in the Digital Age
Brand: Taylor & Francis

Taylor & Francis

Relationship Marketing in the Digital AgeAuthor(s): Robert Palmatier, Lena Steinhoff\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138310025, 978-1138310025\nSynopsis\nThe 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 worldincluding 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 agestrong customer relationships are more than ever vital to company strategy and performance.\n\nRelationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to ma.