000			03127cam a2200481Ki 4500
001			9781315143583
003			FlBoTFG
005			20210924094907.0
006			m o d
007			cr cnu---unuuu
008			190107s2019 nyu ob 001 0 eng d
040			_aOCoLC-P _beng _erda _epn _cOCoLC-P
020			_a9781315143583 _q(electronic bk.)
020			_a1315143585 _q(electronic bk.)
020			_a9781351388238 _q(ePub ebook)
020			_a1351388231
020			_a9781351388245 _q(PDF ebook)
020			_a135138824X
020			_a9781351388221 _q(Mobipocket ebook)
020			_a1351388223
020			_z9781138310025
020			_z1138310026
024	7		_a10.4324/9781315143583 _2doi
035			_a(OCoLC)1081038794
035			_a(OCoLC-P)1081038794
082	0	4	_a658.8/12 _223
100	1		_aPalmatier, Robert W., _eauthor.
245	1	0	_aRelationship marketing in the digital age / _cRobert W. Palmatier and Lena Steinhoff.
264		1	_aNew York : _bRoutledge, _c2019.
300			_a1 online resource.
336			_atext _2rdacontent
337			_acomputer _2rdamedia
338			_aonline resource _2rdacarrier
490	1		_aRoutledge studies in marketing
505	0		_aIntroductory chapter -- Relationship marketing and the digital age -- Understanding relationship marketing -- Relationship marketing theory -- Relationship marketing framework -- Applying relationship marketing -- Relationship marketing dynamics -- Relationship marketing strategies -- Relationship marketing targeting -- Research and managerial guidelines for relationship marketing in the digital age -- References -- Glossary -- Index.
520			_aThe 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.
588			_aOCLC-licensed vendor bibliographic record.
650		0	_aRelationship marketing.
650		0	_aMarketing _xTechnological innovations.
650		0	_aCustomer relations.
700	1		_aSteinhoff, Lena, _eauthor.
856	4	0	_uhttps://ezproxy.taylors.edu.my/login?url=https://www.taylorfrancis.com/books/9781315143583 _zAn electronic book accessible through the World Wide Web; click to view
999			_c187401