東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁 到查詢結果 [ subject:"Marketing- Technological innovations." ]

切換: 標籤 | MARC模式 | ISBD

Relationship marketing in the digita...

Palmatier, Robert W.

FindBook

Google Book

Amazon

博客來

Relationship marketing in the digital age

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Relationship marketing in the digital age/ Robert W. Palmatier and Lena Steinhoff.
作者:	Palmatier, Robert W.
其他作者:	Steinhoff, Lena.
出版者:	New York :Routledge, : 2019.,
面頁冊數:	1 online resource (xx, 244 p.)
內容註:	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.
標題:	Relationship marketing. -
電子資源:	https://www.taylorfrancis.com/books/9781315143583
ISBN:	9781315143583 (ebk.)

Relationship marketing in the digital age
Palmatier, Robert W.

Relationship marketing in the digital age[electronic resource] /Robert W. Palmatier and Lena Steinhoff. - New York :Routledge,2019. - 1 online resource (xx, 244 p.) - Routledge studies in marketing.

Includes bibliographical references and index.

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.

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.

ISBN: 9781315143583 (ebk.)Subjects--Topical Terms:

548872
Relationship marketing.

LC Class. No.: HF5415.55 / .P356 2019

Dewey Class. No.: 658.8/12

Relationship marketing in the digital age
LDR:02339cmm a2200265 a 4500 001 2247096
003 FlBoTFG
005 20211102201627.0
006 m o d
007 cr cn
008 211227s2019 nyu ob 001 0 eng d
020 $a 9781315143583 (ebk.)
020 $a 9781138310025 (hbk.)
035 $a (OCoLC)1081038794
035 $a 1101012452
040 $a OCoLC-P $b eng $e pn $c OCoLC-P
050 0 0 $a HF5415.55 $b .P356 2019
082 0 0 $a 658.8/12 $2 23
100 1 $a Palmatier, Robert W. $3 1927483
245 1 0 $a Relationship marketing in the digital age $h [electronic resource] / $c Robert W. Palmatier and Lena Steinhoff.
260 $a New York : $b Routledge, $c 2019.
300 $a 1 online resource (xx, 244 p.)
490 1 $a Routledge studies in marketing
504 $a Includes bibliographical references and index.
505 0 $a 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.
520 $a 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.
650 0 $a Relationship marketing. $3 548872
650 0 $a Marketing $x Technological innovations. $3 607822
650 0 $a Customer relations. $3 578582
700 1 $a Steinhoff, Lena. $3 3511105
856 4 0 $u https://www.taylorfrancis.com/books/9781315143583