Relationship marketing in the digital age:
Cover -- Half Title -- Series Page -- Title -- Copyright -- Contents -- List of Figures -- List of Tables -- Author Biographies -- Preface -- Acknowledgments -- Introductory Chapter -- 1 Relationship Marketing and the Digital Age -- Learning Objectives -- Introduction -- Relationship Marketing as a...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York ; London
Routledge
2019
|
| Schriftenreihe: | Routledge studies in marketing
|
| Schlagworte: | |
| Online-Zugang: | FHD01 UBG01 UBM01 UER01 Volltext |
| Zusammenfassung: | Cover -- Half Title -- Series Page -- Title -- Copyright -- Contents -- List of Figures -- List of Tables -- Author Biographies -- Preface -- Acknowledgments -- Introductory 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 MegaTrend 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 -- 2 Relationship Marketing Theory -- Learning Objectives -- Introduction -- Overview of the Evolution of Relationship Marketing Theory -- 1950s-1970s -- 1980s-1990s -- 2000s -- 2010s -- Twin Pillars of Relationship Marketing Effectiveness: 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 -- 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 -- 4 Relationship Marketing Dynamics -- Learning Objectives -- Introduction -- Approaches to Managing Relationship Marketing Dynamics -- Incremental Relationship Change -- Relationship Life Cycle 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 -- 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 -- Protecting 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 -- 6 Relationship Marketing Targeting -- Learning Objectives -- Introduction -- Managing Relationship Marketing Targeting -- The Concept of Customer Relationship Orientation -- CustomerSpecific Drivers of Customer Relationship Orientation -- IndustrySpecific Drivers of Customer Relationship Orientation -- CultureSpecific 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 -- 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 -- Glossary -- Index |
| Beschreibung: | 1 Online-Ressource (xx, 244 Seiten) |
| ISBN: | 9781351388245 9781315143583 |
| DOI: | 10.4324/9781315143583 |
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| 520 | 3 | |a Flow -- Media Richness -- Parasocial Interaction -- An Integrative Theoretical Framework of Relationship Marketing -- Summary -- Takeaways -- References -- 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 -- 4 Relationship Marketing Dynamics -- Learning Objectives -- Introduction -- Approaches to Managing Relationship Marketing Dynamics -- Incremental Relationship Change -- Relationship Life Cycle 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 -- 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 -- Protecting Data Privacy | |
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Datensatz im Suchindex
| _version_ | 1804179310109523968 |
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| any_adam_object | |
| author | Palmatier, Robert W. Steinhoff, Lena |
| author_GND | (DE-588)1081904445 (DE-588)1167192133 |
| author_facet | Palmatier, Robert W. Steinhoff, Lena |
| author_role | aut aut |
| author_sort | Palmatier, Robert W. |
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| discipline | Wirtschaftswissenschaften |
| doi_str_mv | 10.4324/9781315143583 |
| format | Electronic eBook |
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| id | DE-604.BV045426321 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T08:17:50Z |
| institution | BVB |
| isbn | 9781351388245 9781315143583 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030812109 |
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| physical | 1 Online-Ressource (xx, 244 Seiten) |
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| spelling | Palmatier, Robert W. Verfasser (DE-588)1081904445 aut Relationship marketing in the digital age Robert W. Palmatier and Lena Steinhoff New York ; London Routledge 2019 1 Online-Ressource (xx, 244 Seiten) txt rdacontent c rdamedia cr rdacarrier Routledge studies in marketing Cover -- Half Title -- Series Page -- Title -- Copyright -- Contents -- List of Figures -- List of Tables -- Author Biographies -- Preface -- Acknowledgments -- Introductory 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 MegaTrend 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 -- 2 Relationship Marketing Theory -- Learning Objectives -- Introduction -- Overview of the Evolution of Relationship Marketing Theory -- 1950s-1970s -- 1980s-1990s -- 2000s -- 2010s -- Twin Pillars of Relationship Marketing Effectiveness: 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 -- 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 -- 4 Relationship Marketing Dynamics -- Learning Objectives -- Introduction -- Approaches to Managing Relationship Marketing Dynamics -- Incremental Relationship Change -- Relationship Life Cycle 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 -- 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 -- Protecting 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 -- 6 Relationship Marketing Targeting -- Learning Objectives -- Introduction -- Managing Relationship Marketing Targeting -- The Concept of Customer Relationship Orientation -- CustomerSpecific Drivers of Customer Relationship Orientation -- IndustrySpecific Drivers of Customer Relationship Orientation -- CultureSpecific 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 -- 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 -- Glossary -- Index Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 s DE-604 Steinhoff, Lena Verfasser (DE-588)1167192133 aut Erscheint auch als Druck-Ausgabe, hbk 978-1-138-31002-5 https://doi.org/10.4324/9781315143583 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Palmatier, Robert W. Steinhoff, Lena Relationship marketing in the digital age Beziehungsmarketing (DE-588)4789127-0 gnd |
| subject_GND | (DE-588)4789127-0 |
| title | Relationship marketing in the digital age |
| title_auth | Relationship marketing in the digital age |
| title_exact_search | Relationship marketing in the digital age |
| title_full | Relationship marketing in the digital age Robert W. Palmatier and Lena Steinhoff |
| title_fullStr | Relationship marketing in the digital age Robert W. Palmatier and Lena Steinhoff |
| title_full_unstemmed | Relationship marketing in the digital age Robert W. Palmatier and Lena Steinhoff |
| title_short | Relationship marketing in the digital age |
| title_sort | relationship marketing in the digital age |
| topic | Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | Beziehungsmarketing |
| url | https://doi.org/10.4324/9781315143583 |
| work_keys_str_mv | AT palmatierrobertw relationshipmarketinginthedigitalage AT steinhofflena relationshipmarketinginthedigitalage |