Robert W. Palmatier and Lena Steinhoff. -- Routledge, Taylor & Francis Group, -- 2019. --

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ISBN 1138310026 (hardback)
ISBN13桁 9781138310025 (hardback)
無効なISBN等 9781315143583 (ebook)
テキストの言語 英語                  
分類:NDC10版 675
個人著者標目 Palmatier, Robert W.
本タイトル Relationship marketing in the digital age /
著者名 Robert W. Palmatier and Lena Steinhoff.
出版地・頒布地 New York ;
出版者・頒布者名 Routledge, Taylor & Francis Group,
出版年・頒布年 2019.
数量 xx, 244 pages ;
大きさ 24 cm.
書誌注記 Includes bibliographical references and index.
内容注記 Introductory 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.
要約、抄録、注釈等 "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."--Publisher's description.
著者標目 Steinhoff, Lena.
統一タイトル(シリーズ副出標目) Routledge studies in marketing.
シリーズ名・巻次 Routledge studies in marketing 
一般件名 Relationship marketing.
Marketing -- Technological innovations.
資料情報1 『Relationship marketing in the digital age /』(Routledge studies in marketing) Robert W. Palmatier and Lena Steinhoff. Routledge, Taylor & Francis Group, 2019. (所蔵館:中央  請求記号:F/675.0/P17/R  資料コード:7111833063)
URL https://catalog.library.metro.tokyo.lg.jp/winj/opac/switch-detail.do?lang=ja&bibid=1352038197