Relationship Marketing in the Digital Age (Routledge Studies in Marketing) - Image 1

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Routledge Relationship Marketing in the Digital Age (Routledge Studies in Marketing)

Name: Relationship Marketing in the Digital Age (Routledge Studies in Marketing)
Brand: Routledge
Price: 45.06 GBP
Availability: InStock

Management Science

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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.

Product Specifications

Brand: Routledge
Format: paperback
ASIN: 0367786923
Category: Books > Subjects > Business, Finance & Law > Management > Management Science
Domain: Amazon UK
Release Date: 31 March 2021
Listed Since: 15 December 2020

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Routledge Relationship Marketing in the Digital Age (Routledge Studies in Marketing)

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