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Relationship Marketing in the Digital Age
Taschenbuch von Lena Steinhoff (u. a.)
Sprache: Englisch

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Beschreibung

this book provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In three sections, readers learn how to engineer effective customer-company relationships.

this book provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In three sections, readers learn how to engineer effective customer-company relationships.

Über den Autor

Robert W. Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington. He founded and serves as the global research director of the Sales & Marketing Strategy Institute, a global organization focused on linking business and academics for knowledge.

Lena Steinhoff is Assistant Professor of Service Management at the Institute for Marketing and Service Research at the University of Rostock in Germany. She is also an affiliated faculty of the Center for Sales and Marketing Strategy at the Foster School of Business at the University of Washington.

Inhaltsverzeichnis
Introductory Chapter; 1: Relationship Marketing and the Digital Age; Part I: Understanding Relationship Marketing; 2: Relationship Marketing Theory; 3: Relationship Marketing Framework; Part II: Applying Relationship Marketing; 4: Relationship Marketing Dynamics; 5: Relationship Marketing Strategies; 6: Relationship Marketing Targeting; Concluding Chapter; 7: Research and Managerial Guidelines for Relationship Marketing in the Digital Age
Details
Erscheinungsjahr: 2021
Fachbereich: Management
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Seiten: 264
Inhalt: Einband - flex.(Paperback)
ISBN-13: 9780367786922
ISBN-10: 0367786923
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Steinhoff, Lena
Palmatier, Robert
Hersteller: Taylor & Francis Ltd
Maße: 151 x 228 x 22 mm
Von/Mit: Lena Steinhoff (u. a.)
Erscheinungsdatum: 31.03.2021
Gewicht: 0,39 kg
preigu-id: 127224669
Über den Autor

Robert W. Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington. He founded and serves as the global research director of the Sales & Marketing Strategy Institute, a global organization focused on linking business and academics for knowledge.

Lena Steinhoff is Assistant Professor of Service Management at the Institute for Marketing and Service Research at the University of Rostock in Germany. She is also an affiliated faculty of the Center for Sales and Marketing Strategy at the Foster School of Business at the University of Washington.

Inhaltsverzeichnis
Introductory Chapter; 1: Relationship Marketing and the Digital Age; Part I: Understanding Relationship Marketing; 2: Relationship Marketing Theory; 3: Relationship Marketing Framework; Part II: Applying Relationship Marketing; 4: Relationship Marketing Dynamics; 5: Relationship Marketing Strategies; 6: Relationship Marketing Targeting; Concluding Chapter; 7: Research and Managerial Guidelines for Relationship Marketing in the Digital Age
Details
Erscheinungsjahr: 2021
Fachbereich: Management
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Seiten: 264
Inhalt: Einband - flex.(Paperback)
ISBN-13: 9780367786922
ISBN-10: 0367786923
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Steinhoff, Lena
Palmatier, Robert
Hersteller: Taylor & Francis Ltd
Maße: 151 x 228 x 22 mm
Von/Mit: Lena Steinhoff (u. a.)
Erscheinungsdatum: 31.03.2021
Gewicht: 0,39 kg
preigu-id: 127224669
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