Relationship marketing in the digital age. (2019)

• Record Type: Book
• Further Information: Note: Robert W. Palmatier, Lena Steinhoff.
• Authors: Palmatier, Robert W; Steinhoff, Lena
• Contents: Introductory Chapter Chapter 1: Relationship Marketing and the Digital Age Learning Objectives Introduction Relationship Marketing as a Source of Sustainable Competitive Advantage A Brief Overview of Relationship Marketing Definition of Relationship Marketing Distinguishing Relationship Marketing from Other Marketing Domains Evolution of Relationship Marketing Terminology Key Trends Increasing the Importance of Relationship Marketing Transition to Service-Based Economies Faster Product Commoditization Global Competition Emerging Markets Aging Populations Advertising Saturation The Digital Age: The Mega-Trend Increasing the Importance of Relationship Marketing Evolution of the Digital Age Web 1.0 Web 2.0 Web 3.0 Web 4.0 Characteristics of Customer–Seller Relationships in the Digital Age Using Relationship Marketing to Succeed in the Digital Age Summary Takeaways References Part I: Understanding Relationship Marketing Chapter 2: Relationship Marketing Theory Learning Objectives Introduction Overview of the Evolution of Relationship Marketing Theory 1950s to 1970s 1980s to 1990s 2000s 2010s Twin Pillars of Relationship Marketing: The Evolutionary Psychology of Gratitude and Unfairness Understanding Gratitude and Reciprocity Understanding Unfairness and Punishment A Typology of Marketing Relationships Interpersonal Relationships Customer Commitment and Trust Customer Gratitude and Reciprocity Norms Interfirm Relationships Relationship Quality Relationship Breadth Relationship Composition Implications of Multilevel Interfirm Relationships Online Relationships Flow Media Richness Parasocial Interaction An Integrative Theoretical Framework of Relationship Marketing Summary Takeaways References Chapter 3: Relationship Marketing Framework Learning Objectives Introduction Seller Relationship Marketing Investments Financial Relationship Marketing Investments Social Relationship Marketing Investments Structural Relationship Marketing Investments Customer Relational Mechanisms Emotional Relational Mechanisms Cognitive Relational Mechanisms Conative Relational Mechanisms Behavioral Relational Mechanisms Seller Relationship Marketing Performance Outcomes Financial Relationship Marketing Performance Outcomes Nonfinancial Relationship Marketing Performance Outcomes Summary Takeaways References Part II: Applying Relationship Marketing Chapter 4: Relationship Marketing Dynamics Learning Objectives Introduction Approaches to Managing Relationship Marketing Dynamics Incremental Relationship Change Relationship Lifecycle Stages Relationship Velocity Relationship States and Migration Mechanisms Disruptive Relationship Change Guidelines for Managing Relationship Marketing Dynamics Diagnosing Relationship Change through Market Research Techniques Diagnosing Relationship Change through CRM Database Analyses Diagnosing Relationship Change through Big Data Analytics Summary Takeaways References Chapter 5: Relationship Marketing Strategies Learning Objectives Introduction Approaches for Managing Relationship Marketing Strategies Relationship Marketing Strategies for Building Relationships Understanding Relationship Drivers Stimulating Gratitude and Reciprocity Norms Forming Relationships Online Relationship Marketing Strategies for Maintaining Relationships Avoiding Unfairness Ensuring Data Privacy Institutionalized Relationship Marketing Programs Installing Customer-Centric Structures Implementing Loyalty Programs Guidelines for Managing Relationship Marketing Strategies Established Best Practices Emerging Practices Enhancing Communication Strategies Enhancing Personalization Strategies Enhancing Experiential Benefits Strategies Summary Takeaways References Chapter 6: Relationship Marketing Targeting Learning Objectives Introduction Managing Relationship Marketing Targeting The Concept of Customer Relationship Orientation Customer-Specific Drivers of Customer Relationship Orientation Market-Specific Drivers of Customer Relationship Orientation Culture-Specific Drivers of Customer Relationship Orientation Guidelines for Managing Relationship Marketing Targeting Using Field Experiments to Improve Targeting Targeting Groups of Customers Summary Takeaways References Concluding Chapter Chapter 7: Research and Managerial Guidelines for Relationship Marketing in the Digital Age Learning Objectives Introduction Enhancing Relationship Marketing Understanding Relationship Marketing Theory Research State Research Avenues Relationship Marketing Framework Research State Research Avenues Enhancing Relationship Marketing Applications Relationship Marketing Dynamics Research State Research Avenues Relationship Marketing Strategies Research State Research Avenues Relationship Marketing Targeting Research State Research Avenues Summary Takeaways References
• Edition: 1st
• Publisher Details: London : Routledge
• Publication Date: 2019
• Extent: 1 online resource
• Subjects: 658.812; Relationship marketing; Marketing -- Technological innovations; Customer relations
• Languages: English
• ISBNs: 9781351388238; 9781351388245; 9781351388221; 9781315143583
• Related ISBNs: 9781138310025
• Notes: Note: Description based on CIP data; resource not viewed.
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