Transforming Relationship Marketing

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.

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.

Autorentext

Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the Program Director of the Master of Marketing at Griffith University, Australia. Park's main research interests include relationship marketing, big data, privacy, dark marketing and consumer behaviour.

Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School. Vanessa's main research interests are technology innovation, sport entrepreneurship and digital innovation.

Inhalt

1.Online Retailing and Relationship Marketing: Evolution and Theoretical insights into online retailing and relationship marketing 2. Risks and Barriers towards Organ Donation: Strategies to move forward from Relationship Marketing Perspectives 3. Multi-generation Sponsorship. Awareness, Attitudes and Purchase Intentions in successive generations 4. Digital Banking and Customer Satisfaction: The Nigerian Perspective 5. The Role of Religiosity in Collaborative Consumption Behavior 6. Customer perceptions in Possession-Processing Services: Factors and indicators of behavioral loyalty 7. Athlete entrepreneurs: Relationship marketing through collaborative ideation 8. Relationship Marketing through Error Management and Organizational Performance: Does it matter? 9. Relationship marketing in the digital age 10. Online Retailing and Relationship Marketing: The Current Landscape and Future Developments Index