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Relationship Marketing in the Digital Age [Minkštas viršelis]

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  • Formatas: Paperback / softback, 264 pages, aukštis x plotis: 229x152 mm, weight: 400 g
  • Serija: Routledge Studies in Marketing
  • Išleidimo metai: 31-Mar-2021
  • Leidėjas: Routledge
  • ISBN-10: 0367786923
  • ISBN-13: 9780367786922
Kitos knygos pagal šią temą:
Relationship Marketing in the Digital AgeDidesnis paveikslėlis
  • Formatas: Paperback / softback, 264 pages, aukštis x plotis: 229x152 mm, weight: 400 g
  • Serija: Routledge Studies in Marketing
  • Išleidimo metai: 31-Mar-2021
  • Leidėjas: Routledge
  • ISBN-10: 0367786923
  • ISBN-13: 9780367786922
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780367786922.html
Raktažodžiai:

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 populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance.



Relationship Marketing in the Digital Age

provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.

Recenzijos

"This book should be on the reading list of any researcher, marketer, or student interested in understanding and developing online relationship strategies. It is a step beyond the typical book in that it based on relational psychology and is well grounded in academic research." -Scott Weaven,Professor, Department Head Griffith University, Australia

"The authors, leading researchers in this domain, provide a well researched and very practical book that investigates the psychological underpinnings of relationship marketing, as well as identifying relationship building and maintenance strategies for both offline and online contexts." - Mark Houston, Professor, Eunice and James L. West Chair in Marketing, Texas Christian University

"Relationship Marketing in the Digital Age" is THE up-to-date reference for understanding how relationship marketing works and why it creates value for customers and firms. Clear, concise, and to the point a must read for marketing students, scholars, and practitioners." -Andreas Eggert, Professor of Marketing, University of Paderborn, Germany

"This is, without question, the most important research-based book on the topic of online relationship marketing. Its presented in a way that makes rigorous research easily digestible and practical and, as such, is a must-read for managers, academics, and students alike."- Mike Brady, The Bob Sasser Professor and Chair, Florida State University

List of Figures xii
List of Tables xiii
Author Biographies xiv
Preface xvii
Acknowledgments xix
Introductory
Chapter		 1(46)
1 Relationship Marketing and the Digital Age
3(44)
Learning Objectives
3(1)
Introduction
3(5)
Relationship Marketing as a Source of Sustainable Competitive Advantage A Brief Overview of Relationship Marketing
8(8)
Definition of Relationship Marketing
9(3)
Distinguishing Relationship Marketing From Other Marketing Domains
12(1)
Evolution of Relationship Marketing Terminology
13(3)
Key Trends Increasing the Importance of Relationship Marketing
16(5)
Transition to Service-Based Economies
16(1)
Faster Product Commoditization
17(1)
Global Competition
18(1)
Emerging Markets
18(2)
Aging Populations
20(1)
Advertising Saturation
21(1)
The Digital Age: The Mega-Trend Increasing the Importance of Relationship Marketing
21(15)
Evolution of the Digital Age
21(9)
Web 1.0
24(1)
Web 2.0
25(2)
Web 3.0
27(1)
Web 4.0
28(2)
Characteristics of Customer-Seller Relationships in the Digital Age
30(4)
Using Relationship Marketing to Succeed in the Digital Age
34(2)
Summary
36(1)
Takeaways
37(1)
References
38(9)
Part I Understanding Relationship Marketing 47(76)
2 Relationship Marketing Theory
49(38)
Learning Objectives
49(1)
Introduction
49(1)
Overview of the Evolution of Relationship Marketing Theory
50(5)
1950s-1970s
50(2)
1980s-1990s
52(1)
2000s
53(1)
2010s
54(1)
Twin Pillars of Relationship Marketing Effectiveness: The Evolutionary Psychology of Gratitude and Unfairness
55(4)
Understanding Gratitude and Reciprocity
56(1)
Understanding Unfairness and Punishment
57(2)
A Typology of Marketing Relationships
59(12)
Interpersonal Relationships
60(3)
Customer Commitment and Trust
60(1)
Customer Gratitude and Reciprocity Norms
61(2)
Interfirm Relationships
63(5)
Relationship Quality
65(1)
Relationship Breadth
65(1)
Relationship Composition
65(2)
Implications of Multilevel Interfirm Relationships
67(1)
Online Relationships
68(20)
Flow
69(1)
Media Richness
70(1)
Parasocial Interaction
71(1)
An Integrative Theoretical Framework of Relationship Marketing
71(6)
Summary
77(1)
Takeaways
78(1)
References
79(8)
3 Relationship Marketing Framework
87(36)
Learning Objectives
87(1)
Introduction
87(1)
Seller Relationship Marketing Investments
88(4)
Financial Relationship Marketing Investments
88(3)
Social Relationship Marketing Investments
91(1)
Structural Relationship Marketing Investments
91(1)
Customer Relational Mechanisms
92(20)
Emotional Relational Mechanisms
93(14)
Cognitive Relational Mechanisms
107(2)
Conative Relational Mechanisms
109(1)
Behavioral Relational Mechanisms
110(2)
Seller Relationship Marketing Performance Outcomes
112(3)
Financial Relationship Marketing Performance Outcomes
113(1)
Nonfinancial Relationship Marketing Performance Outcomes
114(1)
Summary
115(2)
Takeaways
117(1)
References
117(6)
Part II Applying Relationship Marketing 123(108)
4 Relationship Marketing Dynamics
125(19)
Learning Objectives
125(1)
Introduction
125(1)
Approaches to Managing Relationship Marketing Dynamics
126(10)
Incremental Relationship Change
126(8)
Relationship Life Cycle Stages
126(3)
Relationship Velocity
129(2)
Relationship States and Migration Mechanisms
131(3)
Disruptive Relationship Change
134(2)
Guidelines for Managing Relationship Marketing Dynamics
136(4)
Diagnosing Relationship Change Through Market Research Techniques
137(1)
Diagnosing Relationship Change Through CRM Database Analyses
138(1)
Diagnosing Relationship Change Through Big Data Analytics
139(1)
Summary
140(1)
Takeaways
141(1)
References
142(2)
5 Relationship Marketing Strategies
144(37)
Learning Objectives
144(1)
Introduction
144(1)
Approaches for Managing Relationship Marketing Strategies
145(19)
Relationship Marketing Strategies for Building Relationships
145(7)
Understanding Relationship Drivers
145(4)
Stimulating Gratitude and Reciprocity Norms
149(2)
Forming Relationships Online
151(1)
Relationship Marketing Strategies for Maintaining Relationships
152(5)
Avoiding Unfairness
152(2)
Protecting Data Privacy
154(3)
Institutionalized Relationship Marketing Programs
157(7)
Installing Customer-Centric Structures
157(3)
Implementing Loyalty Programs
160(4)
Guidelines for Managing Relationship Marketing Strategies
164(6)
Established Best Practices
164(1)
Emerging Practices
164(18)
Enhancing Communication Strategies
166(2)
Enhancing Personalization Strategies
168(1)
Enhancing Experiential Benefits Strategies
169(1)
Summary
170(2)
Takeaways
172(1)
References
173(8)
6 Relationship Marketing Targeting
181(26)
Learning Objectives
181(1)
Introduction
181(1)
Managing Relationship Marketing Targeting
182(8)
The Concept of Customer Relationship Orientation
182(2)
Customer-Specific Drivers of Customer Relationship Orientation
184(1)
Industry-Specific Drivers of Customer Relationship Orientation
185(2)
Culture-Specific Drivers of Customer Relationship Orientation
187(3)
Guidelines for Managing Relationship Marketing Targeting
190(8)
Using Field Experiments to Improve Targeting
191(4)
Targeting Groups of Customers
195(3)
Summary
198(1)
Takeaways
199(1)
References
200(5)
Concluding
Chapter
205(2)
7 Research and Managerial Guidelines for Relationship Marketing in the Digital Age
207(24)
Learning Objectives
207(1)
Introduction
207(3)
Enhancing Relationship Marketing Understanding
210(7)
Relationship Marketing Theory
210(3)
Research State
210(1)
Research Avenues
211(2)
Relationship Marketing Framework
213(4)
Research State
213(1)
Research Avenues
214(3)
Enhancing Relationship Marketing Applications
217(9)
Relationship Marketing Dynamics
217(2)
Research State
217(1)
Research Avenues
218(1)
Relationship Marketing Strategies
219(4)
Research State
220(1)
Research Avenues
221(2)
Relationship Marketing Targeting
223(3)
Research State
223(1)
Research Avenues
224(2)
Summary
226(1)
Takeaways
227(1)
References
228(3)
Glossary 231(5)
Index 236
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.