RELATIONSHIP MARKETING IN THE DIGITAL AGE

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