Transforming Relationship Marketing: Strategies and Business Models in the Digital Age

Relationship marketing builds and maintains long-term customer relationships by creating value and delivering it. This book explores the key principles, drivers, and opportunities of relationship marketing in the digital context, and suggests effective strategies and techniques for successful customer relationship management.

Format: Hardback
Length: 162 pages
Publication date: 30 October 2020
Publisher: Taylor & Francis Ltd

Here is the rephrased text:
Relationship marketing is a strategic approach that focuses on building and sustaining long-term connections with customers by delivering valuable experiences and offerings. This comprehensive book delves into the core principles of relationship marketing and explores the realm of online relationship marketing. It examines three crucial aspects of relationship marketing: understanding the concept and its evolution, identifying the driving forces and broad scope of relationship marketing, and proposing strategies for organizations to succeed in the digital context. Additionally, the book addresses the potential opportunities and complexities involved in implementing relationship marketing across different types of organizations, offering insightful recommendations and practical techniques for effective customer relationship management. By leveraging the power of relationship marketing, businesses can foster customer loyalty, increase repeat purchases, and drive sustainable growth.

Weight: 408g
Dimension: 160 x 241 x 18 (mm)
ISBN-13: 9780367548179