Transforming relationship marketing strategies and business models in the digital age
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 relations...
| Other Authors: | , |
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| Format: | eBook |
| Language: | Inglés |
| Published: |
London :
Routledge
2021.
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| Edition: | 1st edition |
| Series: | Routledge advances in management and business studies.
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| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009785404206719 |
| Summary: | 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. |
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| Physical Description: | 1 online resource (175 pages) : illustrations |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781003090717 9781000205534 9781000205497 |
