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dc.contributor.authorThaichon, P
dc.contributor.authorRatten, V
dc.date.accessioned2021-02-12T03:08:33Z
dc.date.available2021-02-12T03:08:33Z
dc.date.issued2020
dc.identifier.isbn9780367548179
dc.identifier.doi10.4324/9781003090717
dc.identifier.urihttp://hdl.handle.net/10072/402059
dc.description.abstractRelationship 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.
dc.publisherRoutledge
dc.relation.ispartofchapternumbers10
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto161
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.titleTransforming relationship marketing: Strategies and business models in the digital age
dc.typeBook
dc.type.descriptionA3 - Books (Edited)
dcterms.bibliographicCitationThaichon, P; Ratten, V, Transforming relationship marketing: Strategies and business models in the digital age, 2020, pp. 1-161
dc.date.updated2021-02-12T03:05:40Z
gro.hasfulltextNo Full Text
gro.griffith.authorThaichon, Park
gro.griffith.authorThaichon, Sara Q.
gro.griffith.authorLiyanaarachchi, Gajendra P.


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