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Transforming Relationship Marketing：Strategies and Business Models in the Digital Age
商品資訊
系列名：Routledge Advances in Management and Business Stud
ISBN13：9780367548179
出版社：PBKTYFRL
作者：Thaichon; Park (Department of Marketing; Griffith University; Griffith Business School); Ratten; Vanessa (La Trobe Business School; La Trobe University)
出版日：2020/10/30
裝訂／頁數：精裝／160頁
規格：15.6cm*23.4cm (高/寬)
定價
：NT$ 8100 元若需訂購本書，請電洽客服 02-25006600[分機130、131]。
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商品簡介
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.
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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