Park (Hrsg.) Thaichon

Transforming Relationship Marketing

Strategies and Business Models in the Digital Age

Ebook (PDF Format)

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 di… Mehr

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Produktdetails

Weitere Autoren: Ratten, Vanessa (Hrsg.)

ISBN: 978-1-00-020549-7
EAN: 9781000205497
Produktnummer: 34064145
Verlag: Taylor & Francis Ltd.
Sprache: Englisch
Erscheinungsjahr: 2020
Seitenangabe: 174 S.
Plattform: PDF
Masse: 14'918 KB
Auflage: 1. Auflage
Abbildungen: 12 schwarz-weiße Abbildungen, 24 schwarz-weiße Tabellen

Über den Autor

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.