Relationship Marketing in the Digital Age

by Robert W Palmatier and Lena Steinhoff

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...

• Format: Hardcover
• Language: English
• ISBN: 1138310026
• ISBN13: 9781138310025
• Release Date: January 2019
• Publisher: Routledge
• Length: 264 Pages
• Weight: 1.16 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"